Data types
There are numerous forms of data now available to companies to gain valuable category insights. IGD’s 2007 survey asked respondents which were most important to their category planning process.
Both retailers and suppliers viewed Range Performance as the most important information. Retailers’ focus continues to be on range with Range Gap Analysis stated as the second most important data type, whilst suppliers’ focus is on Shopper Insight & Missions. However the top five data types are common to both, showing an alignment in focus and usage during the planning process.
Please rank in terms of importance to your own category planning process
1 (most important) to 10 (least important)
|
Data type |
Supplier Rank |
Retailer
Rank |
Supplier avg score |
Retailer avg score |
|
Range performance
(e.g. volume, value, profit performance) |
1 |
1 |
2.8 |
4.1 |
|
Shopper insight / Shopper missions |
2 |
3 |
3.5 |
3.0 |
|
Category Segmentation
(e.g. purchase decision trees) |
4 |
2 |
3.6 |
3.2 |
|
Range Gap Analysis
(e.g. meeting consumer needs, new product development, identifying new opportunities) |
4 |
2 |
3.8 |
2.4 |
|
Long Term Consumer Trends |
5 |
5 |
4.0 |
3.9 | |
Source: IGD Research 2007
Store level data or EPoS (Electronic Point of Sale) is widely regarded as the most desirable due to its coverage and depth. 91% of respondents used sales data within their category analysis, with 72% having an associated cost for its use.
Getting the optimum data mix
It is important, when gathering data, to ensure a good mix is used in order to establish a balanced and complete view.
The following chart shows the various data to consider in conjunction with the category level of information.
Views to ensure optimum data mix
Source: IGD Research 2007
|
Market |
What is happening in the market? e.g.
- Environmental trends may affect packaging.
- Health focus may affect product ranges and demand |
|
Retailer |
What do you need to know about the retailer? e.g.
- Share of category versus competitors,
- Retailer strategy,
- Customer profile |
|
Supplier |
What do you need to consider?
What is the company strategy?
What are they trying to do with their brands?
What supply challenges are they facing? |
|
Shopper/Consumer |
Who are they?
How do they differ from the national average?
How do they view the category?
What drives their behaviour? |
|
