Activating category growth and influencing shoppers
Merchandising is a critical lever for driving category growth, but it often fails to meet the needs of shoppers, who walk away empty-handed. In order to grow sales, it is essential to reduce search time at shelf, since faster, easier shopping is proven to increase category conversion, volume and engagement.
To activate brand growth, in-store communication is the key lever, but it is far more effective when targeting ‘Open’ shoppers and the specific benefits that motivate them.
Shopper Decisions helps clients increase category and brand sales by improving merchandising and in-store communication. It reduces search time by aligning shelf structure with the shopper’s search and enhances in-store communication by identifying messages which influence ‘Open’ shoppers.
Actionable direction is achieved by identifying the shopper’s task and making a unique distinction between search and selection, the key elements of the category purchase decision.