Kategorie Supermarkt Weinregal

Discovering the potential of categories.

Category Check

“A category is more than just a collection of products – it serves the different needs and occasions of shoppers.”

  • In retail, shoppers encounter a variety of different mandatory, complementary, and profiling categories. Each category functions differently and serves distinct customer needs and usage occasions.
  • Using comprehensive checklists and evaluation criteria, we measure the effectiveness of store layouts, categories, shelves, brand placements, and promotions in “every nook and cranny” of the store.
  • Category checks are utilized by many category managers to strategically and tactically optimize their categories and improve their business.
  • The shopper-centric category check has proven to be an effective tool for increasing revenue and enhancing the shopping experience. Based on our database, we offer international benchmarking.


  • Shoppers always exhibit Total Store behavior, even when they only visit a single category. Therefore, we do not isolate the category but consider it in the context of the entire shopping journey of category shoppers.
  • Our approach expands upon the traditional category management principles (price, placement, promotion, products) by incorporating shopper-centric elements such as pain points, shopper types, and tipping points.


  • Through our unique approach, we provide a comprehensive understanding of the actual shopper experience and behavior. The Category Check enables us to enhance usability and reduce shopping stress, leading to increased attention to the items.
  • Our practical metrics, checklists, and SWOT analyses offer specific recommendations “fresh from the store floor.”

Shopper-centric Category Check for us, it means analysis in the context of the entire shopping journey.

fragezeichen mit einkaufswagen

Questions from our customers.

  • How does the shopper experience the category?
  • What is the shopper’s behavior within the category?
  • How does the shopper structure the category, and what sorting logic is expected?
  • Which categories were visited beforehand, and which categories are visited subsequently?
  • What are the pain and gain points within the category?
  • Which point-of-sale (PoS) impulses are perceived, such as secondary placements, shelf tools, or promotional activities?
  • What missions, motives, and moods influence immediate purchase behavior (over time)?
  • How relevant is the category for specific goals and missions?
  • What contribution does the category make to the retail brand or story?

Methods for the solution​

  • Shopper Observer

    Behavior | Observation

  • Shopper Impact

    Experience | Implicit Measurement

  • Shopper Mapping

    Structure | Implicit Measurement

  • Shopper Decision

    Decision | Implicit Measurement

  • Shopper Mind

    Experience | Accompanied Shopping

Result examples

Shopper Analytik
Description by figures
Category Check Ergebnisdarstellung
Beschreibung durch Heatmaps

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Relevant customer communication for increased visibility.

Total Store Test

Revealing potential for success and growth drivers.


8 Steps to Improve Performance.

Overview of all solutions and methods 

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