Shopper Insights must be integrated into each Category, Brand or Sales Strategies: they are just critical for every Teams. In this blog, we provide a simple and practical approach to understand these insights, decode their meaning and translate them into practical actions. A must-know for Sales, Category, Marketing and Insights Teams

Step 1: Identify My Brand Challenges

Objective

• Identify if we have traffic challenges by using the Number of Baskets KPI
• Identify if we have spending challenge by using Value per Basket KPI

Methodology

• Select the periods to compare
• For Traffic challenges identification, we will be comparing My Brand’s Number of Baskets
• For Spending challenges identification, we will be comparing My Brand’s Value per Basket

Identify Opportunities

• Conclude whether I have the challenge in Traffic or Spending

Step 2: Identify The Scenarios

Objective

• Identify why my brand lost shoppers: lost to other brands, or category Traffic decreased, or store traffic decreased
• Identify why Shoppers spend lesson my brand: spend less oncategory level or store level

Methodology

• Review brand switching to identifycompetitors who gained my Shoppers
• Review category & store traffic, whichimpact my brand’s penetration
• Review Shoppers' wallet share & valueper basket, which has consequences onmy brand’s spending

What needs to be done

• Identify what impacts my brand’s performance: traffic or spending
• Which competitors caused my brand to lose its Shoppers
• What amount are my shoppers ready to spend to purchase this type products

Step 3: Select The Right Action Plan

Objective

• Gain my Shoppers back
• Drive my brand’s traffic
• Increase my brand’s spending

Methodology

• Review my brand’s promotion performance & activities
• Review my brand’s innovation & newitems
• Review my products’ availability &visibility

What needs to be done

• Build up solid promotion plans: drive traffic or increase spending
• Launch new items
• Propose cross merchandising: display or selling