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Home > Applications > Category Management
Category Management
A true understanding of the category and how category retail initiatives will impact sales and customers begins and ends at the shelf
 Category Management: Research Techniques Utilized
 Shop-Alongs
One-on–one in-depth surveys conducted with customers while shopping to explore how they view the category and the key factors and considerations in the purchase decision process.
- Controlled Store Matched Panel Test
Provides a statistically sensitive read on the incremental sales impact of the shopper marketing by utilizing historical sales and a matched store panel/group.
- Point-of-Purchase Observation & Intercept Interviews
Quantitative research conducted at the point-of-purchase with shoppers observed browsing from a particular category.
- Point-of-Purchase Videotaping
Shopper behavior recorded at the point-of-purchase to evaluate the impact of the category changes (i.e. planogram, fixture) on the customer or the store personnel responsible for maintaining the category.
- Trade Surveys
Feedback obtained from the category manager or store personnel responsible for the category to uncover opportunities or issues for potential merchandising initiatives.
The Power of Integration
Integrating two or more of these techniques provides comprehensive results, allowing you to understand how a potential category management initiative will impact sales, shopability and section maintenance. |
 Category Management Initiatives
- SKU Reduction/Optimization
- Permanent Signs/Header Cards
- Planogram Resets
- Dedicated Sections
- Segment/Category Relocation
- Merchandising Fixtures
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