CATEGORY MANAGEMENT

On and off trade, understanding how people interact with the category that’s in front of them is crucial.

Category Management

What drives consideration and choice is what it’s really all about – so, fixture and on shelf merchandising / layout, PoS, signage, fridge display and font positioning are all relevant. These things help us understand consumer paths to purchase in a bar or store.

category management diagram 1
PATHS TO PURCHASE:Influencing choice in different environments

ON TRADE AND OFF TRADE

Although we are mostly known for on trade insight, we regularly conduct category studies in the off trade. Methods include ‘Shopper Safaris’, eye tracking and ‘shop-alongs’.

OUR EXPERIENCE

  • Consumer journeys – in supermarkets and in and around bars for major lager brands, new world wine brand owners and speciality beer brands.
  • Craft, cider and new world beer category reviews.
  • Font layout, signage and in bar communications studies that evaluate the impact of trying to influence consumer category consideration at the point of purchase.