Case Study: Driving Category Business Plans with Shopper Insights
Client Description
Regional Food Retailer with a well established loyalty program.
Background
Retailer’s had a robust loyalty program viewed largely as a “discount program”. Little to no shopper insights were utilized by the Merchandising Department.
Objective
Distill the vast shopper information into tangible insights and provide those insights to the Merchants in an actionable form.
TPG Approach
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Evaluated the current capabilities and Shopper Behavior based analytics.
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Defined a core set of shopper based business questions to be addressed.
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Created the analytics to address those business questions providing the results to the Category Managers in a simple usable format.
Impact/Results
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Educated the Category Managers on the basic key metrics of Shopper Behavior.
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Integrated Shopper Insights into the regular planning process.
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Developed shopper segment focused category strategies.