In this new world of social distancing, we can’t gather large groups to review a new planogram or category strategy in-store or at an innovation center. But we still need to be thinking about these things. When the dust settles and we return whatever ‘normal’ awaits, we need our categories to be ready to thrive. …
We’ve previously established how easy it is to integrate virtual simulations into current shopper research practices. So let’s talk a bit about what that process actually looks like. Like most research projects, there’s a kickoff phase, and there’s the set up, the execution, the analytics and the review. But ours differs in that we …
Breaking Down the Steps to Creating Ongoing Category Improvement Read More »
During a category review, a retailer’s category captain presented a new shelf arrangement which would improve penetration, while maintaining or growing sales, a mutual goal. To address the retailer’s own brand objectives in addition, they developed a hybrid shelf concept with the intent of also growing own brand sales. The Challenge Introduce a category arrangement that increases penetration and own-brand …