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Smoothen shopper choices and revenue by shelf optimization
When buying Fast-Moving Consumer Goods (FMCG), shoppers have to choose from an overwhelming variety of products to put in their shopping carts.
Shopping decision processes are not easy to understand and changes over time, as market parameters, consumer needs and preferences are constantly changing. Understanding the hierarchy of the purchase criteria in a category is an important step to implement the right strategy for manufacturers and retailers including product portfolio and shelf layout.
Evaluating the latest shopping patterns is key to meeting shoppers’ needs and creating new business opportunities.
The Category Purchase Tree (CPT) is a core element of the assortment and shelf optimization process, answering several business questions:
Our CPT reveals shopper decision criteria using real life data.
As our insights are derived from real shopping behavior and not respondents, we display natural purchase behavior from customers in their usual routine.
As we measure shopping preferences over long periods, we can identify trends and combine the insights with our powerful panel KPIs, such as quantifying cluster potentials.
CPT reveals product affinity patterns and prioritizes the strength of the identified product relationships
We analyze purchase behavior of all category shoppers
We reveal levels of duplication between products among these category shoppers
We analyze mutual duplication of all products to one another
We reveal groups of products that have a strong relationship with each other (index ranking)
We use the hierarchical clustering technique to create a product affinity tree that prioritizes the strength of the relationship.
The tree represents the shoppers purchase hierarchy
A comprehensive source of consumer and market trends providing a complete view of purchasing behavior in the consumer tech and durables category in 13 countries.
Read moreA robust and stable international consumer segmentation study based on values, lifestyle, buying behavior and affinity for tech. Can be customized by market and product. im
Read more03.08.2022
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