From the course: Retail Marketing Strategy
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Shopper behavioral changes that drive category growth
From the course: Retail Marketing Strategy
Shopper behavioral changes that drive category growth
- [Narrator] For both suppliers and retailers, the key to successful shopper marketing is to create a set of plans that focus on driving category growth. In simple terms, a category is a set of similar products which are used by consumers to meet their needs. These items are grouped together for the purpose of making it easier for the shopper to find the right product solutions. Category management is the scientific planning of the products being sold within the category and their placement in the store including the layout and amount of space on the shelf. Category growth strategy looks to positively impact shopper behavior using a mix of four key drivers. The first growth driver is penetration. This is all about creating a set of activities for the brand in order to attract new shoppers and consumers into the category. Typical penetration driving tactics might be to launch a new innovation into the category like a new…
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