Identify which datasets are needed and how to use them to correctly understand Shoppers, occasions, retail activations, and ROI.

Objective:

• Identify which datasets are needed and how to use them to correctly understand Shoppers, occasions, retail activations, and ROI
• Understanding category, Shopper and in-store activation metrics, including ROI

Content:

• Understanding category, Shopper and in-store activation metrics, including ROI on executions.
• Measuring the Zero and First Moments of Truth.

Capabilities:

• Prioritise outlet typologies using a fact basis.
• Prioritise Shopper typologies for your portfolio.
• Prioritise Shopper missions for your portfolio.
• Identify your “as is” scorecards.
• Identify any gaps in data that you may have, that are critical to completing category plans and range reviews and your channel strategy plan.
• Know which questions to ask.
• Use process tools to identify “value/growth” drivers in your categories, and with your Shoppers.

Questions you will be able to answer:

1. Which outlet/store typologies are we to invest in and why?
2. Where is our “shopper of interest” and what’s the best way to activate against them and their shopper mission?
3. Which Shopper missions/types are we strong and weak with?
4. What is the role of my brand and category in their purchase behaviour (e.g. modify re-buy, distress purchase, treat, gifting)?
5. Where are the gaps in the range?
6. What will grow the category, as opposed to just my brand?
7. How to measure all four Moments of Truth, particularly ZMOT and FMOT.