Shoppercentric

The Purchase Funnel still works

When the world around us is changing at such a frantic pace, it’s worth taking a step back in order to check that we really are on the right track. With all the upheaval in the UK grocery sector, it is all too easy for suppliers to be so caught up in range reviews, planograms and promotional schedules that they miss the bigger picture.

One way of getting more clarity around where the real opportunities lie in-store is to go back to the purchase funnel.

Using a straightforward combination of pre-store/in-store interviews and traffic counts it becomes much easier to identify where things might be going wrong for a category or brand, or where the biggest opportunities to change behaviour exist. This then provides a robust benchmark of the barriers to purchasing around which category and brand strategies can be developed, and more importantly measured for success.

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