Discovering the potential of categories.
“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.
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?