Category research
and shopping behaviour research
Shopping
behaviour research and analysis
provides a vital but all too often
forgotten human aspect to the overall science of category management. Here
are just a few reasons why you should seriously consider incorporating
shopping behaviour research into your category management process:
-
Compare the conversion rate (visitors to
sales) for your brand with that of other brands in the same category.
-
Evaluate different category layouts such
as merchandising by price or pack size and study the reactions of the
shoppers.
-
Create more efficient category layouts
by incorporating such factors as traffic flow and time needed to
purchase.
-
During your next category review,
negotiate more effectively by having access to an armoury of
powerful shopping behaviour information.
-
Develop powerful arguments for
specific space requirements and positions on shelf and in-store through
better understanding
shopping behaviour.
-
Quantify the true value of gondola
ends and other promotional hot spots in category.
Fact:- Younger shoppers don't like to shop
next to the elderly (and vice versa) so the ages of visitors should be
considered when designing the category layout.
Fact:- The pack fronts of well known brands (category
champions) are often more effective signposts to the category than
expensive overhead aisle signage.
Shopping behaviour analysis doesn't only
benefit those in retail. For information about how we can help numerous other types of
client including hospitals and airports, click on the
Public sector title.
