Gravity Fed Soup to Nuts

Campbell’s soup is ready for the future

We are confident that our continued investments will make 'Campbell's' condensed soup even more relevant and contemporary for today's consumers."

Relevant, yes but now the cans just glide right off the shelf.
A little ethnographic based biometric research into the science of the shopping experience and soon the consumers won't know why they filled up their shopping carts with a dozen cans cream of celery soup.

Perspiration rate, minute eye movements were all used in part of the development of Campbell’s new gravity fed shelving system. The system to be installed at 24,000 retailers nationally is credited (by Campbell’s) with rejuvenating the soup aisle, expanding the category and vastly improving the shopping experience.

But wait there more. They plan a new portable gravity-fed system, called "Canvertables," providing ideal secondary displays throughout a store.
The ethnographics involved watching people shop the “old” shelf and then interviewing them both in and out of the store, which elicited very different emotions….

“Consumers spend about 60 seconds in front of that shelf, and that didn't change much whether it took them 20 or 50 seconds to find the product,” says Andrew Brennan, vice president and general manager of Campbell's U.S. soup segment. “The advantage for us is that if we can help the consumer find the product faster, they spend the rest of the time browsing to see what else we have.”
The biometrics monitored heart rate, skin temperature, body and eye movements, perspiration and other reactions to the shopping experience to determine whether it was helpful, motivating, confusing or frustrating.