Actionable shopper insights - conducting in store research that shapes category strategy

Neil Sangster

This paper outlines work done to determine the success of a new category segmentation and layout trial.

Actionable shopper insights – conducting in store research that shapes category strategy

Neil SangsterACNielsen, Australia

PREFACE

This paper outlines work done to determine the success of a new category segmentation and layout trial. Results are based on in store research with shoppers and sales modelling techniques. Setting clear objectives and identifying key performance measures were critical to the assessment of the success of the trial. The potential benefit to the retailer was an increase in category sales of AUD$23 million.

JUST HOW LONG IS A PIECE OF STRING?

In an increasingly 'time poor, cash rich' world, shoppers are visiting...

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