Rethinking Shelf Strategies: How Lavazza Uses Predictive AI to Elevate Shopper Perception
In retail, shelf placement is more than logistics—it’s a key driver of brand visibility and decision-making. Shoppers make split-second judgments based on what they see. Yet, for years, shelf design has been shaped by convention rather than concrete data.
Lavazza, a leading global coffee brand, took a new approach. By integrating Brainsuite’s predictive AI into their category planning, they gained real-time insight into what shoppers actually notice—transforming shelf strategy from a best-guess effort into a data-driven discipline.
From Gut Feel to Clear Vision: Challenging Old Shelf Norms
Traditionally, shelf placement decisions followed a familiar rulebook: lead SKUs go at eye level, products are grouped by sub-brand or segment, and design follows assumed shopper logic. But these rules often lacked validation.
As Moritz Patzke, Director Digital Transformation & Data Strategy at Lavazza noted:
“We always had a set of rules—but no data showing which brand or SKU truly earned its shelf level.”
Without visibility into how shelf changes impacted shopper perception, optimizing layout remained a guessing game.
Predictive Attention: Understanding What Shoppers Actually See
With Brainsuite’s Pack + Shelf AI app, Lavazza was able to test multiple shelf layouts virtually—bypassing the cost and constraints of traditional eye-tracking studies. Powered by neuroscience-based algorithms, the platform simulates real shopper attention, providing instant, reliable predictions on what will catch the eye.
One key learning: sub-brand color coding played a more decisive role in attention than previously assumed. Small shifts in color contrast or placement significantly influenced visual hierarchy and product recall—often more than changes in SKU size or label design.
“The insight: It’s not just about being seen. It’s about being seen in the right sequence, by the right shopper, at the right moment.”
Building Smarter Shelves: Scalable, Measurable, Repeatable
Lavazza embedded Brainsuite directly into their internal category workflows, enabling continuous iteration and faster decision-making. Teams now use the platform to:
Evaluate shelf layouts before rollout
Quantify the visibility of SKUs and sub-brands
Maximize use of high-attention shelf zones
Strengthen data-based conversations with retail partners
“This gave us a toolkit to move from static shelf plans to dynamic, evidence-based scenarios,” says Moritz Patzke.
Brainsuite: Your Platform for Smarter Shelf Strategies
Brainsuite’s Pack + Shelf app empowers brands to evaluate shelf layout and product placement using predictive AI—without needing consumer panels or in-store tests. It simulates shopper perception at scale, helping teams optimize attention, branding, and visual hierarchy in real retail environments.
What You Can Expect:
✅ Predictive eyetracking with 98.7% accuracy
✅ Rapid feedback for iterative design cycles
✅ Configurable insights tailored to category and shelf objectives
The outcome? Smarter shelf placement, better brand standout, and measurable impact at the point of sale.
Unlock the Full Potential of Your Shelf Strategy
Brainsuite is more than a testing tool. It’s a scalable platform that enables marketing and retail teams to build AI capabilities into their workflows—simplifying decision-making while boosting ROI.
Want to see how your brand performs on the shelf—before it hits the store?