AI platform brainsuite now analyses shelf environments
The AI-powered platform brainsuite by the MarTech startup aimpower, now enables testing of product placements in shelf environments. aimpower's unique technology demonstrates over 95 percent accuracy in assessing attention impact.
Frankfurt am Main, 25 June 2024 – With the AI platform brainsuite, aimpower enables companies to analyse and optimise their advertisements, social media videos, and product designs. The existing solution for analysing product packaging has now been expanded to include testing in the context of a shelf. Called "Pack + Shelf", this enhanced analysis has been in beta for three months and is now available to all aimpower customers. There is no comparable method on the market.
"Pack + Shelf is based on an existing solution that can analyse product packaging," says Peter Krause, founder and CEO of aimpower. "The innovation is that product packaging can now also be tested in the context of a shelf or planogram. This adds a crucial aspect to our analysis capabilities: shelf effectiveness. This is where a product needs to stand out and grab shoppers' attention. With our new development, our clients can now assess how product packaging performs at the Point of Sale (PoS).”
Because testing a packaging design, especially in relation to the shelf, is typically lengthy and costly, it is usually carried out at the final stage of the development process. Often, not all stock-keeping units (SKUs) are tested, but only the pre-defined "hero" products. As a result, many designs go untested into the market - especially for multi-SKU brands or retail brands. "Pack + Shelf" offers companies the opportunity to supplement their existing processes: the AI-based technology provides feedback on packaging designs and shelf placements in minutes, identifying strengths and weaknesses that can then be addressed immediately. It is an iterative testing process that can be used throughout the development process.
"Since it is crucial for category management to decide where which SKU, which brand, which subcategory should be placed, a test of the shelf environment is highly relevant for brand manufacturers," says Dr Dirk Held, founder of aimpower and behavioural economist. "The process naturally includes an evaluation of competitors' packaging and marketing strategies, as well as an overarching view of design trends in the industry. Thanks to our AI-based competitive intelligence, companies can comprehensively analyse what works effectively within their target group and industry. This enables them to understand and iteratively improve the effectiveness of their own product packaging.
Such a comprehensive solution is unique in the world. aimpower's brainsuite is the only platform where companies can analyse all relevant areas of advertising impact drivers in combination. It takes into account more than 200 different key performance indicators (KPIs) from areas such as attention, branding, strategic fit, persuasion, emotional engagement, and ease of processing.
"We have been using aimpower's Pack + Shelf solution since March and have already gained valuable insights for our packaging design and category management. Pack+Shelf allows us to accurately analyse and optimise the effectiveness of our product packaging in the shelf environment," said Vera Wagner, Head of Global Shopper Excellence at Henkel.
"Our technology applies standards based on thousands of different packs in different categories," says Dr Christian Scheier, founder of aimpower and neuropsychologist. "Our AI models are trained to predict human gaze behaviour and thus attention triggers. Based on the results, packaging designs and shelf placements can be designed effectively. Ultimately, product packaging is of paramount importance: it not only attracts attention and conveys information, but also influences consumers' purchasing decisions. Investing in effective packaging design and a category management strategy is therefore essential for success in the competitive retail environment. With this innovation, companies can set new standards in packaging design and gain a decisive competitive advantage."
About aimpower
With the help of brainsuite, the AI-based SaaS platform of the marketing tech company aimpower, advertisers can significantly increase their marketing ROI – through greater effectiveness of each individual advertisement, more consistent brand management, and more agile processes. brainsuite automatically analyses marketing activities in a matter of minutes based on proprietary artificial intelligence trained with billions of human behaviour data points. The SaaS platform evaluates the effectiveness of all types of advertisements, from videos, print, and digital ads to packaging design, shelves, social media, or e-commerce content, based on consumer perception and neuroscientific insights, providing concrete optimisation approaches.
aimpower was founded in 2020 by neuroscientist Dr Christian Scheier, advertising psychologist Dr Dirk Held, and digital transformation expert Peter Krause in Hamburg. The platform is now used by more than 400 brands in 35 countries and is available in 25 languages. Clients include, among others, PepsiCo, Henkel, AnheuserBusch InBev, eBay, the Sparkassen Finanzgruppe, and dm.
aimpower is a member of the German AI Association.
Press contact
aimpower
Juliane Thiel
schoesslers GmbH
+49 160 969 174 72
aimpower@schoesslers.com
