Unlock the “Why” Behind Shopper Behavior with the Category Indicator Report
Are you making the most of the data available for your category?
Many category managers rely on sales trends alone to guide decisions, but that only scratches the surface. To truly engage shoppers and drive results, you need to understand their motivations, triggers, and expectations.
Our Category Indicator Report provides this deeper level of insight, helping category managers make smarter, shopper-centric decisions.
The Gap Between Data and Insight
Category performance isn’t just about what sells; it’s about understanding why it sells. Is your category drawing shoppers into the store, driving larger basket sizes, or fulfilling impulse purchases? Without actionable insights, it’s easy to miss opportunities or misalign investments.
The Category Indicator Report bridges this gap, benchmarking your category against 120+ others across major retailers like Walmart.
It delivers not just data but clear insights into the factors that drive shopper behavior—whether it’s promotional effectiveness, shelf layout, or the role of education at the point of sale.
Beyond Sales Data: Uncovering the Shopper Perspective
The real power of the Category Indicator Report lies in its shopper-focused approach. Unlike traditional tools, it looks beyond point-of-sale data to answer critical questions:
- Does your category serve as a traffic driver, bringing shoppers into the store?
- Is it more of a basket-builder, encouraging shoppers to purchase additional items?
- How impulsive is your category compared to others?
- What improvements—whether price, assortment, or shelf presentation—are shoppers asking for?
This level of insight helps category managers focus their efforts where they matter most, aligning investments with shopper needs and retailer priorities.
A Case Study: Champagne & Sparkling Wine at Walmart
To understand how the report drives actionable insights, let’s consider the Champagne & Sparkling Wine category at Walmart. During the holiday season, this category sees a surge in demand, making it essential to get the strategy right. The Category Indicator Report revealed:
- Shelf Education as a Game-Changer: Shoppers in this category over-indexed for wanting more education at the shelf. It ranked #1 among 120 categories surveyed. This insight highlights the importance of providing information—through signage or on-shelf communication—to guide shoppers in making confident purchase decisions.
- The Power of Impulsivity: The report identified Champagne & Sparkling Wine as significantly more impulsive than most categories. For Walmart, this meant focusing on eye-catching displays and in-store promotions to capture unplanned purchases.
- Benchmarking for Context: By benchmarking against other categories, the report showed how Champagne & Sparkling Wine compared across key metrics, helping Walmart prioritize resources for maximum impact.
Why the Category Indicator Report Delivers Value
The insights offered by the Category Indicator Report stand out because they go beyond describing shopper behavior to offer actionable strategies. Here’s what makes it invaluable for category managers:
- Actionable Insights: The report provides clear recommendations tailored to your category’s unique strengths and weaknesses, helping you make better decisions on pricing, promotions, and placement.
- Timely Data: Regular updates ensure that you’re always working with the most relevant insights, capturing evolving shopper preferences and market dynamics.
- Comprehensive Benchmarking: By comparing your category to others, you can identify areas where you’re excelling and where there’s room for improvement.
- Shopper-Centric Focus: This report uncovers what shoppers want, from shelf improvements to promotional triggers, ensuring that your strategy resonates with your target audience.
From Insights to Action
What does this mean for you as a category manager? With the Category Indicator Report, you’re no longer relying on guesswork or generic trends. Instead, you have a roadmap that ties to shopper needs and retailer goals.
For example, if your category ranks high for impulsivity, you can invest in displays and end-caps to maximize visibility. If shoppers are asking for better assortment, you can work with your retailer to address gaps in the product range. Every decision becomes data-driven, targeted, and impactful.
Strengthening Retailer Relationships
Another key benefit is how the report positions you with your retail partners. When you bring insights that align with their priorities—like driving traffic or enhancing the in-store experience—you become a trusted advisor. This strengthens collaboration and opens doors for future opportunities, from better shelf placement to co-marketing initiatives.
Ready to Elevate Your Category?
The Category Indicator Report is more than just a tool—it’s a way to reimagine how you manage your category. Whether you’re focusing on seasonal products like Champagne or everyday essentials, these insights empower you to make decisions that drive growth, shopper loyalty, and competitive advantage.
Don’t settle for surface-level data when you can unlock the “why” behind shopper behavior. Book a demo today to learn more.
