Doubling POS Impact: How Lavazza Connected Design to Real-World Results
In retail marketing, creative decisions can often feel like a gamble. Which version will drive more attention? Will shoppers actually engage? Traditionally, answers came only after launch—when budgets were already spent.
Lavazza chose a different path. By integrating Brainsuite’s predictive AI into their campaign planning, the global coffee brand turned pre-launch insights into measurable, real-world outcomes. The result: double the shopper participation at point of sale compared to the previous year.
From Creative Guesswork to Confident Decisions
Ahead of a key promotional push, Lavazza tested two design variations: one minimal and streamlined, the other more information-rich. Both had comparable incentives and messaging—but Brainsuite's early analysis told a different story.
Using neuroscience-based AI, the platform revealed that the minimalist design outperformed its counterpart in Strategic Fit and overall ACE Score, Brainsuite’s composite effectiveness metric. In short, it aligned more closely with shopper expectations and was more likely to drive engagement.
Once the campaign went live, the AI’s predictions held true: shopper participation at POS doubled, validating the platform’s insights.
Strategic Fit: Predicting What Drives Purchase Behavior
A key factor behind Lavazza’s success was its ability to act on Strategic Fit insights—a Brainsuite metric that evaluates how well a creative asset communicates its intended message in context.
Historically, this has been difficult to measure before launch. But Brainsuite translates these intangible qualities into actionable KPIs, enabling teams to evaluate alignment between brand intent and shopper interpretation.
“We found a clear, positive correlation between Strategic Fit and actual performance at the POS,” Lavazza shared. “It changed the way we assess and defend creative decisions internally.” says Moritz Patzke, Director Digital Transformation & Data Strategy at Lavazza.
AI That Mirrors Human Behavior—And Builds Trust
Lavazza also benchmarked Brainsuite against alternative solutions. While other AI tools offered technical output, they frequently favored designs that underperformed in-market.
What made Brainsuite stand out was its alignment with actual shopper behavior. The platform’s recommendations consistently matched real-world results—earning internal trust and accelerating decision-making across functions.
“Brainsuite didn’t replace creative judgment—it reinforced it. With neuroscience-informed data, Lavazza made faster, smarter, and more confident decisions.” says Moritz Patzke.
Brainsuite: Your Platform for Predictive POS Performance
Brainsuite empowers brand teams to test creative assets before launch—without panels, delays, or guesswork. It delivers real-time insights on attention, emotion, clarity, and alignment, helping ensure that what you put in front of shoppers will actually perform.
Here’s what Brainsuite delivers:
✅ Predictive KPIs like Strategic Fit and ACE Score
✅ Real-time feedback for iterative design
✅ Benchmarks across campaigns and categories
✅ Trusted by global leaders including Lavazza, Unilever, and PepsiCo
See How Brainsuite Links Creative to ROI
Brainsuite is more than a testing tool. It’s a platform designed to help marketing teams build scalable AI capabilities that connect decisions with results.
💡 Want to see how your designs will perform—before they hit the shelf?