Shopper Intelligence Measuring how categories differ across the store & across different retailers Shopper Role of Adult Incontinence Extract from our 123 category, 33 retailer "shopper view" USA database One Pager Summary Report: Assortment Ice Cream In Walmart
8
Embed
Shopper Intelligence One Pager€¦ · Intelligence Measuring how categories differ across the store & across different retailers Shopper Role of Adult Incontinence Extract from our
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Shopper IntelligenceMeasuring how categories differ across the store & across different retailers
Shopper Role of Adult IncontinenceExtract from our 123 category, 33 retailer "shopper view" USA database
One PagerSummary Report:AssortmentIce Cream In Walmart
Ice Cream at WalmartASSORTMENT
*Net Favorable: Agree 4,5 minus Disagree 1,2 99% 90% < 90% 90% 99% > N
44%62%
71%
40% 37%
6%
31%
If Spend ratings are higher than
average, this would indicate that increased range will pay
What do we know about the shoppers’ decision processes that may influence
their assortment needs?
• Wide Range and Innovation are relatively more important than in the average category.
• Shoppers show more concern about their preferred choice being OOS (1).
• Main improvement wish is “new” products (2) – amongst 123 measured categories in Walmart, Ice Cream has the 4th highest value on desiring Innovation.
• SO WHAT? Because shoppers are unhappy about OOS, this is a category where favorites stock weight needs to be higher
• Ice Cream is well able to boost basket Spend • But is less likely than the norm to generate Traffic to the store.• Higher than usual openness to try novelties, • This is a relatively high impulse category (3) – ranked 5th highest
in this respect amongst 123 Walmart categories.• SO WHAT? Exploit its impulse character with having new
products and flavours that generate trial and/or multiple item purchase
• Category is highly expandable (5): buying more results in consuming more. Ice Cream is the 7th most expandable category in Walmart.
• Shoppers tend to have a preferred brand in mind (4), rather than buying simply the best deal of the day.
• SO WHAT? Support branded lines to drive the impulse purchase (exploit strong brand associations)
Assortment Strategy in Ice Cream
IMPORTANCE & SATISFACTIONEDLP I can consistently rely on a fixed low price for CATEGORY
Prices Great prices in CATEGORY
Offers Good special offers in CATEGORY
Best Value Easy to identify what's the best value for the money in CATEGORY
Authenticity Good selection made in a particular place or an authentic way
USA Made I am able to buy USA made or sourced CATEGORY
Environmental CATEGORY does minimal environmental harm and is ethically produced
Fresh Excellent freshness in CATEGORY
Healthy Choices Good range of healthy options in CATEGORY
Premium Premium products of CATEGORY are noticeably better
Quality Great quality in CATEGORY
Brands The brands I know and like in CATEGORY were available
Innovation Appealing new ideas/products in CATEGORY
Range Sufficient choice of CATEGORY
Enjoy Enjoyable and/or interesting to shop CATEGORY
Layout Once I found CATEGORY, it was easy to find my choice
Navigation Easy to find CATEGORY in the store | on their website
OOS Did not have to switch my choice because what I wanted was out of stock
Staff Has knowledgeable and helpful sales clerks/staff
CATEGORY ROLE / TRAFFICMain Reason I Go
Shopping One of the main reasons I go shopping is to buy CATEGORY
Don't Want To Run Out I particularly don't want to run out of CATEGORY
Promotions Encourage Shopping Promotions in CATEGORY encourage me to go shopping to RETAILER
Price Beacon I look to the price of what I buy in CATEGORY to tell me whether RETAILER is competitively priced in general
Retailer Does Well (Loyalty)
One of the reasons I go to RETAILER is because it does CATEGORY particularly well
Often Buy Extra I'm often persuaded to buy extra CATEGORY in RETAILER e.g. by special offers
Don't Mind Paying More
I don't mind paying a bit more for some types of CATEGORY in RETAILER for better quality/ something different
Incremental New And Different
I might sometimes buy an additional item in CATEGORY because I want to try something new or different
Buy Because I Feel Like It I sometimes buy CATEGORY just because I feel like it at the time
Because There Anyway
I only buy CATEGORY at RETAILER because I am there anyway, not for any other particular reason
CATEGORY ROLE / SPEND
SHOPPING MODEGrab’N’Go Wanted to make my choice quickly
Browse Wanted to spend time browsing
DECISION HIERARCHY (if main brand was not available…)
Switch Bought a different brand / type/flavur/size
Walk Bought nothing / bought a different category / Gone to another store / Gone back later to store
DESIRED IMPROVEMENTSInnovation Introduce new types, flavors, brands
Range Gap Stock brands/products I like that aren't sold in RETAILER
Less Choice Fewer choices so it's not confusing
Shelf Signange Improve signage at the shelf/counter | on the website
Theatre More ideas and inspiration [in-store] about CATEGORY
Information Better explanation and information at the shelf | on the website
BEHIND THE METRICS
WHAT OTHER ONE PAGERS ARE AVAILABLE TO YOU?
AVAILABILITY – The key insights for your Range Review
INNOVATION – How innovation-hungry is your category?
MERCHANDIZING – How to make the best of your category
PROMOTION – Strategic insights for your Promotion Planning
PRICE – Price sensitivity and other aspects vs Total Store PRODUCT – Insights supporting