Solutions

Shelf Solutions

Assortment Analytics

Without insight into what consumers are buying and how they’re shopping for products, you’re essentially playing a retail version of pin-the-tail-on-the-donkey. Side-stepping the guessing game involves two key steps: optimizing the assortment of products you plan to stock and then arranging those products on the shelves for maximum impact.

What we measure

Our assortment optimization tools show how much of each SKU’s volume is incremental to its segment and its category, and how much volume is a reflection of a switch from other products – all of which are key to helping you maximize segment and category sales for any size shelf in your store.

How we do it

In retail, the buck stops at the shelf. That’s where shoppers make their final purchase decision. To get a full understanding of what motivates those decisions, we examine a consumer decision tree that dissects the competitive structure of the category. We then use advanced regression analysis to determine whether stocking additional items generates incremental volume to the segment and the category. We then run this data through a powerful assortment simulator and optimizer. From there we use proprietary shelf space management software to help you determine the optimal locations on the shelf, within your store for items in each segment and category.

Traditional trade distribution, reach and targeting

With more than 20 million traditional trade stores in developing markets, identifying and reaching the stores that are most important to your brand is a challenging task. We know that understanding which distribution approach will have the biggest impact on your sales and gaining insight on distribution for your brand is critical for your business.

Our extensive range of reach and targeting analytics, designed to address the unique nuances of traditional trade, help you answer your most pressing distribution questions. From expansion and white space opportunities to store targeting, direct versus indirect distribution comparisons, diagnostics and in-store metrics, we’ve got your distribution needs covered.

What we measure

Getting your distribution strategy right is critical to the success of your brand. Our world-class distribution solutions provide invaluable insight into the traditional trade landscape, including distribution targets by channel, region, store profiling, competitor distribution comparisons, store analysis, assortment size and more.

How we do it

Using Nielsen’s store-level audit data we segment stores and identify opportunities that exist in categories, segments and brands, so you can leverage distribution in the right stores to improve your brand’s overall performance.

Merchandising Services

What we do

With retail shelf space becoming an increasingly valuable commodity, it has never been more important to ensure that your retail space and placement is working to drive maximum results. Consumer and shopper knowledge needs to flow into tactical execution at the point of purchase, either to grow the sales of an entire category or to boost the performance of specific products.

Assortment and space are inseparable category tactics – a change in one will have an immediate effect on the other. Nielsen’s merchandising services solutions provide the tools and expertise you need to ensure that you’re managing your space and range to its full potential.

How we do it

Our approach to merchandising services is designed to be flexible depending on your specific needs. From software solutions to a full range of category management workshops and outsourcing services, our team of dedicated and experienced professionals can help you solve the most complex ranging and merchandising challenges. And our solutions are backed by a complete service and support network.

By seamlessly integrating retail scanning information, analytics and custom research, we deliver actionable range and planogram solutions to meet your unique requirements. Combining these critical components provides powerful insights to drive growth and profit for both retailers and manufacturers.

Shopper Decision Hierarchies

What we measure

There are many factors that influence the way consumers shop and what leads them to make a purchase. To develop effective shopper marketing strategies, manufacturers and retailers need to understand how people shop for particular categories. Do your shoppers make decisions based on advertising, pack size, brand, price, flavour, claims, or a combination of these attributes?

Understanding the criteria that drive shoppers to make a purchase is the key to understanding the competitive dynamics of a category. Using insights from the purchase behavior of our shoppers, we develop a purchase decision hierarchy which highlights the attributes most important to shoppers when they are shopping your category.

This analysis provides you with a comprehensive view of the dynamics of your category, from consumer to shelf, with actionable recommendations to make your business more profitable.

How we do it

By analyzing purchasing behaviour from our consumer panels and surveys, or a combination of the two, we aggregate shopper behavior in terms of the relative importance of product attributes and interaction among competing products and categories.

Our insights help you to understand how to block your shelf, the true competitive set, rationalize range by identifying which attributes are more substitutable to buyers, and which products are less likely to have a negative impact on customers if they disappeared.