In an increasingly competitive digital retail environment, Pernod Richard engaged Network London to help ensure it wins the the digital shelf and minimises barriers to purchase, while retaining its products’ premium brand appeal.

 

To measure consumer appeal across multiple international markets, we developed and rolled out a series of test images designed to GS1 standards. These ‘mobile-ready hero images’ portrayed differing amounts of on-image product information to better understand how consumers interact with digital shelf images, what information they require and how this can aid purchases.

 

Our research found that while existing marketing strategies work well for lower-price mainstream items, optimising mobile-ready hero images was more effective for premium brands. Over the past year, Pernod Richard has experienced exponential digital growth and is focusing on continuing its focus on the digital space.