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Healthier Choice Architecture

Danish supermarket chain Bilka wanted to encourage customers to buy more healthy snacks and vegetables for their children's daily lunch. With the help of Krukow Behavioural Consulting, they carried out two experiments to test solutions.

As a result, the supermarket received very positive customer feedback and experienced impressive increases in sales: an average increase of 83 percent for vegetables and 100 percent for healthy snacks, measured against an original baseline. What's more, many of the healthy items sold out in a matter of days, indicating that the sales would have been even higher if there had been more stock.

This case study offers an example of how behavioral design and product placement can be leveraged to support market preferences, enable customers to follow their ambitions, improve their shopping experience, and increase customer satisfaction.

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