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Cells, POGs, scenarios are the unique shelf exercises. This relates to the setup been tested, for instance, we can have 3 cells. Cell-1 has current product design/layout, cell 2 has the new design/layout and cell 3 is the 3rd rout. This naturally, is down to the project specification and number of designs / pricing been tested.
Dummy Shelfs
These are typically all the shelfs are added as background only, they are not to be included in the measurements, but rather server to allow the shelfs to sit in the store better. The respondent can not interact with them. The products are also blurred and pixulated to make sure they do not affect the results.
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POSM
This is all the material that is used to promote the products on the shelf, these can be aisle fins and/or special branding that is specif to the setup.
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