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Shopper Decision Hierarchy Module

What decisions do customers make when they shop a category? What products can be substituted?

Use this module to understand how customers shop your category to optimize your planogram (i.e., if customers select on pack size before brand then arrange a planogram by pack size rather than by brand).

This module should also be used as the first point of a range review to understand how a customer looks at your categories to make:

  • An accurate determination of which product segments are in growth
  • Which are giving you the most sales
  • Which are substitutable and with which products

The module also allows you to select a view based on complementary vs substitutable products to understand cross-sell relationships within your category.