Category management is a challenging job, keeping up with changing behaviours and adjusting solutions to increase profit. A category manager who attempts to manage categories without the backing of proven shopper research and information is like a car heading in every direction without knowing which is the right one. You need more than just a data to be a successful category manager.
The behaviour of consumers and shoppers changes almost yearly; solutions that worked in a category one year may not work for the next. Retailers need to carefully identify category trends and behaviours if they are to successfully develop a category or brand and offer effective category solutions. High quality continuous shopper insights can help your category management evolve with developing trends – meaning your performance can continue across the years!
How? The answer lies not with data alone but with added insight specialist research companies can give. SBXL offer such services, giving you the ability to understand the shopper’s experience of a category, letting you focus and improve on the real reasons for purchase.
Film based research will show you real reality – there’s nothing virtual about it, just real shoppers, really shopping. This solution lets you get real insight in to understanding how real people interact with real categories. Perhaps you need to understand how people interact with a specific new product. Place a small, unobtrusive camera near the product and let the category insights roll in.
Alternatively, why not try a recorded unaccompanied shop? This SBXL favourite technique is key to understanding the moment-to-moment decisions made by a shopper. During a standard interview you may find that a shopper can’t identify the specific reasons they bought a certain kind of food, but the level of recall and shopper insight offered by this market research technique makes it a great tool for business and category growth.
Utilising eye tracking technology is another great way to aid in the development of your brands and categories. This modern technology allows you to track the eye movements of shoppers and understand exactly what it is they’re looking at. This can help you learn how shoppers search shelves, or how they engage (or don’t!) with advertising and marketing materials. This depth of consumer insight gives you the insider knowledge to develop category solutions that reflect the real ways that people shop in your categories.
If you’d like to hear more, we’d love to chat. You can contact us on: 01543 255 259 or Email: email@example.com