Embed Size (px)
Citation preview
1
Purchase Decision Hierarchy/Shopper Decision Tree/Consumer Choice Index/Customer Road Map.
What do they mean?
www.makingbusinessmatter.co.uk
• These terms are used by Category Managers; – Purchase Decision Hierarchy/Shopper Decision Tree/Consumer Choice Index/Customer Road
Map, • What do they mean?
Image courtesy of our cartoonist friend Mike Flanagan
2
What are they?
• They are all terms for understanding how the shopper shops the category.
• We choose to call it the 'Shopper's Map' because we find that using simpler language in Category Management is more effective.
www.makingbusinessmatter.co.uk
3
Why do I need to know?
• You need to know because if you understand how a shopper shops your category, you can offer better choice, promote with less cannibalisation and manage availability better, by understanding how the shopper shops.
www.makingbusinessmatter.co.uk
4
Why is it important?
• By matching how your shopper shops the category with what you offer on-shelf, you can make it easier for the shopper to buy from your category and ultimately manoeuvre them into buying more of what you would like them to buy, e.g. trading customers up.
www.makingbusinessmatter.co.uk
5
What example do you have?
• Fruit is traditionally thought of as oranges, bananas, strawberries, melons, and so on.
• Therefore the buying structure, availability structure, and supply structure are set-up accordingly.
• What if the customer bought fruit more like...
www.makingbusinessmatter.co.uk
6
What does this mean?
• Firstly we would use customer terms, rather than our own, from industry terms such as ‘top fruit’ meaning apples & pears, to customer terms like, ‘Everyday fruit’ – How would this change our approach to this category?
• Secondly we would not promote sku's that sat in the same circle, i.e. Not apples and pears promoted together, but instead – promotions of a pear sku (Everyday), – a melon sku (Treat), – a paw paw (Strange),
How might our promotional plan change? • Thirdly, how would we restructure our people, our data, our offer
in-store?
www.makingbusinessmatter.co.uk
7
Would you like to know more?
• Our Category Management Academy training course can help you to see your category more through the shopper's eyes, which will in turn lead to you being a more effective Category Manager and your business being ahead of the 'supplier pack'.
• To book this course, find out more, or get a quote, please ‘Contact Us Now!’
www.makingbusinessmatter.co.uk
What do we do?
A typical People Development programme with a supplier to the big four UK supermarkets consists of a combination of the items that helps suppliers to achieve their business objectives.
Try our popularCategory Management
Academy
9
Where next?
• Say ‘No’ to one day training courses.
• Start 'small' with a 1/2 day Masterclass for up to 12 people - There are 4 to choose from for only £750+vat.
• 2 ways to quantify an opportunity in category management.
• Making Business Matter,Sticky Learning House5 Cheshire RoadThame,OXFORDSHIRE,OX9 3LQ
• Telephone: 0333 247 2012• Email: [email protected]
www.makingbusinessmatter.co.uk
