Unpredictable times require highly predictive insights as smart shopper optimization can make the difference between winners and losers of inflation. In our latest podcast episode, we sat down with top minds to explore in-store strategies. EyeSee’s seasoned researchers Milica Kovac and Ana Golubovic were joined by Shalini Sahi, Americas Insights Lead for pladis Global to bust some of the most persistent planogram myths.
Is it time for category management 2.0?
Internal brand and category management systems often pre-decide to put certain products in specific category segments and shelves. But is that a solid practice? EyeSee’s shopper studies stress how much it is important to localize the category story but also certain brand product placements within each of our markets. Product affiliation to a certain segment is conditioned by consumer perception, consumption habits and even cultural differences between markets.
That localization piece of the consumer understanding is very important, and the understanding is obviously driven by consumption, and it is consumption-based. The insights industry makes a lot of assumptions around this topic, but it is highly important to know precisely, claims Shalini.
Delisting products – is it worth it?
Many brands are reducing their portfolios under post-pandemic and inflationary pressures. However, there are several other strategies to consider. During times like these, producers need to make sure that they are optimizing to deliver the best possible product with the right value to the consumer.
Winners will go beyond just cutting down; brands need to rethink and restructure their offers. While the first instinct is to reduce or freeze the innovation budgets, new approaches in promotion, packaging and actual product might be the best tactic to adapt to the new situation and end the crisis in the best possible place.
Does brand blocking always work?
Brand blocking is one of those well-established tactics in product assortment which both retailers and consumer brands consider a safe choice. Of course, in many cases this approach works favourably for all parties – brands and categories and, most importantly, shoppers – because it offers a much needed simplicity in finding the right option by matching the product sizes, shapes, colors on the shelf. However, what can be seen across categories, especially those with lots of product offerings, huge brand blocks lead to weaker navigation and even trade down because that type of assortment prevents consumers to compare between brands. Instead it is priming them to compare within one brand and then look for the cheaper option, more volume and eventually trade down.
Now more than ever, it is crucial to stay close to the consumers and rely on predictive insights to navigate your inflation adjustment. If you want to explore this topic in more detail, listen to the full discussion.
