Category research
and shopping behaviour research
A Category study involves the
shopping behaviour research and analysis of an entire product group or department
in-store. An advantage of category research is that it benchmarks the purchasing
process for the entire product group and also examines the
performance of
each individual brand.
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Compare the conversion rate (visitors to
sales) for your brand against that of other brands in the same category
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Evaluate different category layouts such
as merchandising by price or pack size and judge the reactions of the
shoppers
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In many categories there is a category
champion, but which brand is it and how does it become the champion?
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In the battle between brands and own
brand, having the advantage of understanding shopping behaviour has never
been more important
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Identify the main footfall drivers into a
category and subsequently make the most use of their attraction
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Study the impact of multi facings and work
towards the optimum space requirements for a category
Fact:- Younger shoppers aren't keen to shop
next to the elderly (and vice versa) so the ages of visitors should be
considered when designing the category layout.
Fact:- Packs of well known brands (category
champions) have proved to be more effective signposts to the category than
expensive overhead aisle signage.
Shopping behaviour analysis doesn't only
benefit those in retail. For information about how we can help numerous other types of
client including hospitals and airports, click on the
Public sector title.
