Shopper Centric Solutions Planning
Shopper Centric Solutions Planning is the core component of WWA’s beyond category management business model called Shopper Centric RetailingSM. It is the first shopper driven planning process specifically designed to translate shopper insights into shopping experience enhancement solutions at the category, aisle and department levels. It builds upon the positive aspects of the 20+ year old category management process and addresses those weaknesses that prohibit category management from generating sustainable incremental gain in today’s shopper centric environment.
In a shopper centric environment neither the retailer nor supplier can “Go It Alone.”. Banner, category and brand growth depend on a common understanding of consumer and shopper insights, and the ability to combine resources for the purpose of enhancing the shopping experience. In this context, a supplier’s application of the Shopper Centric Solutions Planning process adds considerable value when engaged in joint category planning with a retailer. It reinforces the supplier’s role as a value added resource, it ensures a focus on the shopping experience and merchandising solutions, and it provides the framework for the integration of shopper insights and shopper marketing initiatives into the planning process. Importantly, it enhances the probability of delivering mutually beneficial results.
Shopper Centric Solutions Planning can be adapted to align with whatever category planning process a retailer is using.
 |
 |
The Shopper Centric Solutions Planning process can add an important point of differentiation between a retailer and its competition through a more thorough understanding of the shopper. Similarly, a supplier can gain a competitive advantage and accelerate growth by applying the Shopper Centric Solutions Planning process when involved in collaborative planning initiatives with its retail customers.
Key Points of Difference Compared to the Traditional Category Management Process
Shopper Centric Solutions Planning is the only business planning model that focuses primarily on the shopping experience and merchandising solutions. It is quite different and more advanced than the traditional category management process and the various attempts to update the old model. It is truly shopper centric. Outlined below are the key points of difference:
- The Shopper Centric Solutions planning process focuses beyond the narrowness of the category to include those aisle, department and total store factors that can influence merchandising solutions and the effectiveness of the shopping experience.
- The primary planning emphasis is on the shopping experience and development of creative merchandising solutions.
- Category roles are incorporated as part of the retailer’s strategic positioning…they are no longer embedded as part of the category planning process
- Collaboration between the retailer and the supplier for the purpose of acquiring the necessary research and insights required to develop a shopper centric plan is a must.
- The process more readily accommodates CPG manufacturer shopper insights and shopper marketing initiatives.
- Development of category strategies and connectivity tactics begins with and is driven by an in-depth understanding of the shopper with a focus on shopper insights that identify actionable shopping experience issues and opportunities.
- Leverages the interface between complimentary categories, as shoppers see them… shifts the focus to solutions.
- Shopper solution strategies are defined at the category level…leads to department and total store solution strategies.
It is Not Just a Retailer’s Planning Process
In a shopper centric environment neither the retailer nor supplier can “Go It Alone.”. Banner, category and brand growth depend on a common understanding of consumer and shopper insights, and the ability to combine resources for the purpose of enhancing the shopping experience. In this context, a supplier’s application of the Shopper Centric Solutions Planning process adds considerable value when engaged in joint category planning with a retailer. It reinforces the supplier’s role as a value added resource, it ensures a focus on the shopping experience and merchandising solutions, and it provides the framework for the integration of shopper insights and shopper marketing initiatives into the planning process. Importantly, it enhances the probability of delivering mutually beneficial results.
Shopper Centric Solutions Planning can be adapted to align with whatever category planning process a retailer is using.
