Purchase Decision Hierarchy/Shopper
Decision Tree/Consumer Choice Index/Customer Road Map.
What do they mean?
• These terms are used by Category Managers;
– Purchase Decision Hierarchy/Shopper Decision Tree/Consumer Choice
Index/Customer Road Map,
• What do they mean?
Image courtesy of our cartoonist friend Mike Flanagan
What are they?
• They are all terms for understanding
how the shopper shops the category.
• We choose to call it the 'Shopper's Map'
because we find that using simpler
language in Category Management is
Why do I need to know?
• You need to know because if you
understand how a shopper shops your
category, you can offer better choice,
promote with less cannibalisation and
manage availability better, by
understanding how the shopper shops.
Why is it important?
• By matching how your shopper shops
the category with what you offer on-
shelf, you can make it easier for the
shopper to buy from your category and
ultimately manoeuvre them into buying
more of what you would like them to
buy, e.g. trading customers up.
What example do you have?
• Fruit is traditionally
thought of as oranges,
melons, and so on.
• Therefore the buying
structure, and supply
structure are set-up
• What if the customer
bought fruit more like...
What does this mean?
• Firstly we would use customer terms, rather than our own,
from industry terms such as ‘top fruit’ meaning apples &
pears, to customer terms like, ‘Everyday fruit’ – How would
this change our approach to this category?
• Secondly we would not promote sku's that sat in the same
circle, i.e. Not apples and pears promoted together, but
– promotions of a pear sku (Everyday),
– a melon sku (Treat),
– a paw paw (Strange),
How might our promotional plan change?
• Thirdly, how would we restructure our people, our data,
our offer in-store?
Would you like to know more?
• Our Category Management Academy training
course can help you to see your category more
through the shopper's eyes, which will in turn
lead to you being a more effective Category
Manager and your business being ahead of the
• To book this course, find out more, or get a
quote, please ‘Contact Us Now!’
What do we do?
A typical People Development programme with a supplier to the big
four UK supermarkets consists of a combination of the items that helps
suppliers to achieve their business objectives.
Try our popular
Category Management Academy
• Say ‘No’ to one day training courses.
• Start 'small' with a 1/2 day Masterclass for up to 12 people - There
are 4 to choose from for only £750+vat.
• 2 ways to quantify an opportunity in category management.
• Making Business Matter,
Sticky Learning House
5 Cheshire Road
• Telephone: 0333 247 2012
• Email: email@example.com