Using the example of Diageo, the world leader in the sector premium beverages (spirits, wine and beer), Bormann & Gordon regularly compares the awareness and acceptance of customers before and after optimizing the shelf layout for spirits. This is one of a variety of category management projects that Diageo undertakes for the product group with its retail partners, in particular regarding the optimization of the product line, the restructuring of categories and re-organization of products according to the shopper decision tree.
Case study: Measurement of Success Category Management
From a shopper’s viewpoint is the optimized shelf layout a success?
Measurable results using before and after surveys at the POS
“Customer is king“: we find out using targeted before and after interviews at the shelf what the customer really thinks about the various category management and POS changes
Do customers notice the change?
And how do they rate (evaluate) it?
Case Study Diageo:
"The client surveys which Bormann & Gordon conduct at the POS both before and after optimization of the product group spirits/liquors) have become an integral part of our category management partnerships/relationships. In addition to the quantitative evaluation of scanner data the additional analysis of client perception has become an essential factor. Our retail partners also highly value these results and they are a key component in our negotiation of target agreements with our partners."
Sr. Category Development Manager
DIAGEO | Germany & Austria