Case story: Determining which products will generate the greatest impact

Case story: Determining which products will generate the greatest impact

Merchandising: Determining which products will generate the greatest impact

Making smart merchandising decisions

Making smart merchandising decisions

Solution: SHOP Adjacency Analysis

The challenge

A retailer wanted to identify what would be the most important merchandise for its ‘Misses’ section. The retailer’s goal? To use consumer insights to identify gaps and make optimal trade-off decisions for different markets.

The results

Firstly, we identified 4 main style groups (from 37 style attributes) and 5 occasion groups. Target brands for the ‘Misses’ section were then sorted by style and occasions.

We identified that the target brands were well represented across the style and occasion groups. The exercise also revealed additional brands that could be optimized. The results uncovered distinctly different attitudes towards the target brands, indicating potential for further optimization of these brands in-store.

How we got there

MetrixLab used a card sort adjacency exercise that required respondents to react to a series of inputs. Respondents were asked to complete several drag-and-drop exercises that involved grouping cards on a whiteboard. They were tasked with creating groups of style attributes and then assigning brands to these. Finally, they were asked to assign occasions to the style and brand groupings. All groupings were based on the strength of the perceived relationship between the style, brand and occasion.

Gain insight into shopper choice

  • Understand what drives consumer choice
  • Measure the values, image and personality of brands and people
  • Understand trade-off decisions for maximum return
  • Make smart merchandising decisions
  • Identify opportunities to further optimize your merchandising mix

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