PiNG! Connecting with Your Consumer - Flipbook - Page 21
PiNG!
CHAPTER 1
PiNG!
CHAPTER 1
Connection Begins with Your Category
The Shelf :
A Complex
First Impression
Category drivers dictate the structure of your
shelf. The key to understanding the structure of your cat-
egory at retail is to understand why your consumer shops this
category. The core variables are most often loyalty, impulsiveness of the purchase decision, intimacy of usage, frequency
of consumption, number of competitors in the category, SKU
proliferation, physical volume of packaging and sheer running
footage of shelf space.
How does your category shelf
stand out from neighboring
categories?
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