Helping Shoppers Make Quick and Clear Purchase Decisions at the Shelf
As shoppers continue to demand offers that meet their health and well-being goals, we have seen different markets such as the UK and France respond with various forms of nutrition labelling. Whilst this may help consumers it can lead to a cluttered and non-differentiated shelf. A particular challenge for indulgence or impulse categories like confectionery.
Achieving balance between shopper and business needs is possible however, through agile data-agnostic assortment and space planning. Traditional models leverage financial data such as sales, margin and revenue to propose the right assortments. But flexible models can incorporate data such as nutritional needs and label requirements e.g. mix of Sugar levels in addition to historic financial and business data resulting in holistic recommendations at the shelf.
When executed together retailers and suppliers can not only achieve a balance to meet business needs, but can define and re-frame how their products will compete in the new nutritional context shoppers demand.
We’ve seen first-hand how clients are using opportunities like nutrition labelling and health demands to develop new approaches to category management. This will be important as more markets, e.g. Turkey, adopt health and nutritional labelling. With the right set of connected tools and forward-thinking approach we have seen suppliers deliver 3-5% category growth above trend, making their retailers happy and ensuring shoppers always get what they want at the shelf.
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