Published: 1 July 2016 at 08:47
Bottled beers are a growth market but where is prime position behind the bar?
New research shows that the top shelf isn’t top when it comes to maximising sales from a pub’s chiller cabinet.
In recent years premium beer sold in bottles and cans has been driving growth in “on trade” sales, leading to intense competition for space in the pub chiller cabinet.
Previous advice from the industry to pub owners has suggested that the top shelf (as close to eye-level as possible) is the place to maximise sales. However, researchers from Anglia Ruskin University’s PubLAB™ have found that attention and choice is unevenly distributed across the shelves of the chiller cabinet, and the top shelf doesn’t come out on top.
Eye-tracking glasses were used to record the eye movements of participants while they chose bottled beer. And by aggregating this data, the researchers have been able to identify the visual “hot spots” in the chiller.
The PubLAB™ researchers found that:
Tim Froggett, Senior Lecturer in Marketing at Anglia Ruskin University, said: