Summary and Best Practice
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:
Consumer & Shopper
What behaviour changed? More Shoppers (Penetration), Spend (Weight of Purchase) or Often (Frequency)
Category Growth Drivers
2. Retailer
Corporate KPIs
Category Growth KPIs
Stockholding & availability
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.
1. Range
Improving range coverage and performance
Penetration
Frequency
Trade Up
Innovation & NPD
2. Merchandising
Category location
Flows and adjacencies
Space
Availability
Highlighting key segments
Flex by store type or format
3. Activation
Path to Purchase
Fixture vs secondary locations
Branded Activations
Return on Investment
