Comparisons and context

Central to the Shopper Intelligence design is the ability to put your category, brand or store in market context. It’s not about the absolute numbers. It’s about how it compares and what this means in uncovering problems or opportunities. Because each category competes for resources and attention with all the others in the stores, buyers need to understand the relative position of any individual category whether in the same aisle or the total store. Suppliers also need to know this to win support for their proposals.

Strategy is about making investment choices, the right choices for this category.
Of course, retailers compete with each other. Benchmarking to competitors is powerful for business decisions, and for suppliers to be truly seen as trusted advisors.