Summary and Best Practice

 
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Let’s recap on the key areas

Over the last four stages we have introduced the main concepts for you to consider and build into your customer plans.

Here we have gathered together the main areas and the added links to all the downloads and click throughs across the site, so you don't have to hunt around for them.

Triple win

The best plans balance the needs of these 3 stakeholders:

 
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  1. Consumer & Shopper

  • What behaviour changed? More Shoppers (Penetration), Spend (Weight of Purchase) or Often (Frequency)

  • Category Growth Drivers

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2. Retailer

  • Corporate KPIs

  • Category Growth KPIs

  • Stockholding & availability

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3. EPC

  • Share of Shelf

  • Category share

  • Brand presence in outlet

  • Out of stocks

 

Planning Levels

Think about what you want to deliver at each level of planning to your category project.

 
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1. Range

  • Improving range coverage and performance

  • Penetration

  • Frequency

  • Trade Up

  • Innovation & NPD

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2. Merchandising

  • Category location

  • Flows and adjacencies

  • Space

  • Availability

  • Highlighting key segments

  • Flex by store type or format

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3. Activation

  • Path to Purchase

  • Fixture vs secondary locations

  • Branded Activations

  • Return on Investment

 

Quick links to all the tools and recourses available on the website:

Stage 1 tools: Objectives

 
 

Stage 2 tools: Range

 
 

Stage 3 tools: Merchandising

 
 

Stage 4 tools: Activation