Measuring and Managing Category and Brand ShoppabilityIn a cluttered and competitive retail environment, there are many cases where the organization, presentation and pricing of products make it difficult for shoppers to find what they’re looking for, and limit the consideration of potentially relevant brands.
Friday October 21, 16:00
In this session professor Ray Burke presents a new approach for the analysis of shopper behavior which captures product engagement, consideration, and purchase conversion statistics at the brand and SKU level, yielding rich insights about the unrealized sales potential of products. By analyzing the appearance of the shelf, how long customers spend in the category, and the specific patterns of SKU interaction, marketers can identify products that are underperforming and make changes to shelf placement and value communication to increase brand and category sales.
Finding topics include:
- Quantify the shoppability of product categories and brands;
- Identify the specific brands, product features, and other visual cues that engage shoppers
- Help to convert consumer demand into purchases
- Discover when shelf placement, adjacencies, and presentation undermine shoppability; and
- Guide marketing changes to overcome these barriers to purchase.
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