Retail Excellence:A Return to Basic Category Management

1. RETAIL EXCELLENCE:
A RETURN TO BASIC
CATEGORY MANAGEMENT
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2. WHAT IS RETAIL EXCELLENCE?
Shopper
Insights
Impactful Category
Merchandising Insights
Optimized Financial
Assortments Analysis
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3. Shopper VOICE OF THE CONSUMER
Insights
• Completely define the shopper through demographic and psychographic research
• Determine specific differences between segments
− How are different product segment shoppers different from one another?
− Who is the retail partner’s shopper, and how do they differ from competitive
retailers’ shoppers?
NOW NEXT
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4. Category DATA & INSIGHTS TO ACTION!
Insights
• What is happening?
• Why is it happening?
• What is it impacting?
• What are we going to do about it?
NOW NEXT
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5. Financial CUSTOMERS & SUPPLIERS
Analysis
Sales, product, and marketing all pulling in Understanding and meeting the needs of
opposite directions to meet different goals both the customer and the supplier
through multiple assortment models
NOW NEXT
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6. Optimized RIGHT PRODUCT, RIGHT PLACE
Assortments
• Efficient and effective product assortments that create synergies by exceeding
customer goals and maximizing profits
• Shelf space analysis
− Do all items “deserve” to have space in the planogram?
• Differentiation by channel
− Based on the shopper research, should different retailers have the same planogram?
HOW IS IT DONE?
• Analyzing customer assortments from many directions
• Building multiple assortment models
• Understanding and differentiating by store clusters
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7. Impactful PACKAGING & POP
Merchandising
Getting it Right Using a Multi-Tiered Research Approach
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8. CHANNELINSTICTS
[ Accelerating your path between ideas & actions ]
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