Category planning using data driven insight to optimise ranging
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Category Planning

Category planning helps retailers deliver the right products to the right people, in the right stores and in the right locations in order to maximise sales and profitability.

Brands and retailers spend money and time on new product development and category planning but often lack the insights required to match brand and category profiles to the right target audience in the right locations or via the right media channels.

As a retailer, it’s just as important to know the daytime workplace population and nature of business activity as it is to understand the consumer geo-demographics. If you are a consumer brand, it is vital to match your brand criteria to the underlying consumer geo-demographics as well as being able to identify the best retailers in the right locations to distribute your products.

Using Segmentz®, our data mapping, analysis and reporting tool, we blend brand profiles and sales and profitability with our consumer, workplace, online, mobile, retail and competitor demographics to identify hot spot areas of greatest potential.

Our Category Planning service includes:
  • NPD and brand activation according to store and estate opportunity by blending customer sales and profit information with S2’s consumer, workplace, online, mobile, retail and competitor demographics
  • Marrying brand and category profiles to the right target audience in the best locations and media channels
  • Delivering category growth for the benefit of the brand owner and retailer
  • Analysing consumer channel preferences for NPD and brand marketing
  • Highlighting the big picture by heat mapping hot spot opportunities against affluence, age, ethnicity, lifestyle and behavioural demographics
  • Identifying the day time workplace opportunity to boost purchase in poor trading periods
  • Sizing the potential UK marketplace and identifying opportunity gaps
  • Identifying external footfall triggers using proximity data on transportation links, places of interest, education establishments, major venues, mobile usage and shopping centres

The insights required to match brand and category profiles to the right target audience in the right locations via the right media channels.

If you are looking for our offices,
you can find us at the following address:

Serendipity2

Augusta House

18 Augusta Place

Leamington Spa CV32 5EL

United Kingdom


t 01926 887 555
e [email protected]