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These terms are used by Category Managers; Purchase Decision Hierarchy/Shopper Decision Tree/Consumer Choice Index/Customer Road Map, but what do they mean?

Category Management cartoon'How can I ensure I'm getting 100% orange juice''Buy an orange!'

Image courtesy of our cartoonist friend Mike Flanagan

What are they?

They are all terms for understanding how the shopper shops the category. We choose to call it the ‘Shopper’s Map’ because we find that using simpler language in Category Management is more effective.

Why do I need to know?

You need to know because if you understand how a shopper shops your category, you can offer better choice, promote with less cannibalisation and manage availability better, by understanding how the shopper shops.

Why is it important?

By matching how your shopper shops the category with what you offer on-shelf, you can make it easier for the shopper to buy from your category and ultimately manoeuvre them into buying more of what you would like them to buy, e.g. trading customers up.

What example do you have?

Fruit is traditionally thought of as oranges, bananas, strawberries, melons, and so on. Therefore the buying structure, availability structure, and supply structure is set-up accordingly.

What if the customer bought fruit more like…

Venn diagram - buying structure, availability structure, and supply structureWhat does this mean?

Firstly we would use customer terms, rather than our own, from industry terms such as ‘top fruit’ meaning apples & pears, to customer terms like, Everyday fruit’ – How would this change our approach to this category?  Secondly we would not promote sku’s that sat in the same circle,  i.e. Not apples and pears promoted  together, but instead promotions of a pear sku (Everyday), a melon sku (Treat), and a paw paw (Strange) – How might our promotional plan change? Thirdly, how would we restructure our people, our data, our offer in-store?

Would you like to know more?

Our Category Management Academy training course can help you to see your category more through the shopper’s eyes, which will in turn lead to you being a more effective Category Manager and your business being ahead of the ‘supplier pack’. To book this course, find out more, or get a quote, please click the ‘Contact Us Now!’ button below and paste these words into the form, ‘Booking/More/Price for the Category Management training course’:

What terms do you use that we could help explain to others? Please share your view by commenting below.

Slideshare – Purchase Decision Hierarchy/Shopper Decision Tree/Consumer Choice Index/Customer Road Map

– What do they mean?

Andy Palmer

About Andy Palmer

Andy started at the coal face with eight years in food retailing. Prior to joining MBM he then spent five years in the supply base in positions of category analysis, category management and account management. He works as part of the team enabling suppliers to UK supermarkets to secure more profitable wins through people development. He specialises in Category Management Training and is a qualified HBDI practitioner.

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