2024以消费者为中心的品类增长策略研究报告：商品陈列规划的革新

Planogramming Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3The Why Behind Our Shopper-Centric Approach . . . . . . . . . . . . . . . . . . . . 5The Evolution of Planogramming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Implementing the Shopper-Centric Approach . . . . . . . . . . . . . . . . . . 10General Strategies for Shopper-Centric Planograms . . . . . . . . . . . . . . 13Challenges in Adopting Shopper-Centric Planogramming . . . . . . . . . . 20Impact on Category Growth and Customer Satisfaction. . . . . . . . . . . . 22CASE STUDY: Revolutionizing Planogramming in the Toilet PaperCategory. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Get in Touch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Introduction traditionally analyzed sales data andcustomer buying habits to arrangeproducts ― however, this method lacksprecision and scalability. Times are changing, and so are humansand how they make purchase decisions. Between global economic constraintscausing ripples and major tide changesin consumer behavior and the onslaughtof rapid technological adaption - how cancategory managers leverage new toolsand research to enhance how shoppersdiscover and purchase products? Over the past years, Concept Sauce hasrefined an unprecedented approach tonew-age consumerism with shopper-centric planogramming. This uniqueapproach prioritizes shopper needs overproduct attributes, enhanced by cutting-edge 3D technology. In the past, planogramming was oftendone manually and shared via PDF filesor static documents, and categorymanagers or merchandising teams What is a Planogram? A planogram is a visual merchandisingtool used in retail settings. It’s a detaileddiagram or map showcasing theplacement of products on store shelves,ensuring that products are organized in away that optimizes sales and enhances aconsumer’s overall shopping experience. A planogram is a visual merchandisingtool used in retail settings. It’s a detaileddiagram or map showcasing the placementof products on store shelves, ensuringthat products are organized in a way thatoptimizes sales and enhances a consumer’soverall shopping experience.Consumer-focused planogrammingconsists of a shift from arrangingin-store products based on theirphysical characteristics to a deeperunderstanding of shopper needsand behaviors. Concept Sauce’stechnology imitates the in-storeexperience so you test your productpackaging, pricing, and shelflayout without the time and costrestrictions of traditional physicalshopping research. In this comprehensive ebook, wetake a deep dive into the evolution,purpose, and intention of modern-day shopping planograms andwhat they mean for tomorrow’sshoppers. The Why Behind OurShopper-Centric Approach Gone are the days when shoppers see a product and take it directly to check out,no questions asked. Recent changes in consumer behavior reflect a shift towards amore nuanced shopping experience where people are looking for more than a basictransaction. »On average,70% of shoppersonlynoticed 30% of products on displayin stores. This means that mostshoppers do not view or come incontact with the majority of availableproduct options during their shoppingexperience. We work with brands to define theirtargeted consumer segment profiles bytracking consumers’ behaviors in-storeand observing their attitudes towardshopping, pondering questions like: »What purposes do consumersuse specific products for? Doesit differ from the original use ofthe product? »Recent economic shifts are suspectedto have impacted consumer impulsespending habits among Americansin 2023. This past year, only36% ofshoppersreported making impulsepurchases, a notable drop from the73% reported in 2022. »How much time do shoppersenjoy spending in-store orlooking for products? »How does including a seconddisplay of a specific productimpact shoppers’ decisions? Vendors have an extremely smallwindow to sell their products to potentialcustomers during their store run, so theyneed to take full advantage of strategiesthat increase customer satisfaction andloyalty. »Would consumers be moreinclined to purchase productswith timely promotions? Concept Sauce has devised a distinctiveplanogramming method centeredaround the needs and preferences ofshoppers. Through market researchdata, we identify key shopper segmentsbased on interests and motivations andtranslate them into a digitally enhancedplanogram. Once we identified these shoppersegments, it’s easier to move forwardand build out a planogram witha foundation based on targetedconsumers. The Evolution ofPlanogramming Previous traditional planogram methods were inherently stagnant and struggledto adapt to the fluid and dynamic nature of consumer behavior, often resulting inmisalignments with evolvin