Category Management

We offer a comprehensive research to support the process of product category management.

Activities related with category management undertaken by both the producer and the retailer are among the most important elements in gaining competitive advantage in the market which is becoming more and more demanding.

Effective category management requires recognition of various aspects connected with the perception of the product and customers' decision-making process connected with making a purchase in a point of sale.

Our research will provide you with a detailed description of consumers' way of thinking and their behaviour and in consequence will give you an answer to the question: "How to promote and sell the product"?

Defining the categories - to position the product effectively, it is necessary to answer the question: "How does the consumer categorize products"?, "What notions do they use to describe particular categories"?, "What products do they place in given categories"?

Our research will reconstruct the consumer's authentic, "natural" way of thinking about products and products categories and they will reflect the difference in the way of defining categories in particular consumer "segments".

By referring to precisely reconstructed dictionaries of customers' notions, you will increase the efficiency of your activities connected with positioning and promoting your products addressed to specific categories of consumers.

Decision-making trees - thanks to various qualitative and quantitative techniques we will reconstruct consumers' process of making decisions concerning shopping.

Starting with the general level of the satisfied need, through lower levels of decision-making connected with various product features, we will have an insight into the most significant selection criteria of a given product / product category.

As a result of implementing the research findings, products will be ordered on the shelf in a way which will correspond with the reconstructed criteria of consumer's choice.

Adjusting the arrangements of products on shelves with the logics behind the choices made (e.g. yoghurts arranged by flavours, chocolates arranged by brands) will improve the process of making decisions on buying your products.

How customers behave by the shelves - using techniques of observation, we will prepare a description of your customers' behaviour by the shop shelf for you.

During our observations we will apply technically-advanced tools in the form of candid cameras. The recorded material will be analyzed by a competent research team (several people). Thanks to this, the description and interpretation of our observing will become more objective.

Recognizing the way in which customers unconsciously explore the space of the shelf will provide you with some information on the most beneficial allocation of products on the shelf.

Customers' paths in points of sale - testing customers' paths will provide us with a special map of customers' movement around the point of sale.

Observations carried out with the use of advanced technical solutions give answers to questions related with the way customers move around the shopping area, e. g. "In what order do customers choose products in a given category to put into their shopping cart"?, "How much time do they spend by the shelves with particular categories of goods"?, "What is the typical manner of moving around the point of sale"?.

Knowledge obtained in this way will help you use attributes of products (price, appearance, location in the shop) for more effective promotion/sales.

As distributors (retailers), you will receive information with which you may manage shop space optimally and locate products effectively. You will also increase the effectiveness of marketing/promotional techniques used in the shop.

Analyzing the contents of shopping carts - with the use of the analysis of shopping carts, we will provide you with information on characteristic compositions of products / product categories in shopping carts of various consumers.

By monitoring customers when they are shopping, we have created profiles for you consumers which are based on the analysis of products bought / product categories together with consumer characteristics significant for the marketing objective.

These product characteristics may include: social and demographic variables, shopping habits, ways of using products and many other.

Information obtained in this way will allow you to model the shape of the product offer addressed to consumer groups selected in the analysis and characterized by specific features (e.g. a specific level of loyalty towards a given product category).