Category Assessment Who shops the category, and how? What is the effect of seasonality on category dynamics? Weekly penetration Seasonal vs. year-round buyers Assortment Is the accepted category structure representative of top shopper preferences? Which brands are most expendable given loyalty vs switchers? How valuable are the shoppers that are switchers? Promotion Which events bring in the most valuable shoppers? What is the optimal promotion schedule? How should products/brands be grouped.? What is optimal frequency/sequence across groups? How does price point influence purchase dynamics? Penetration vs. loading Purchase cycle compression vs. expansion Shelving Which segments /brands/sizes deserve more space, based on best shoppers?

Introduction   Overview   Approach   Case Study   Issues/Questions