Evaluation – Optimizing a Category Layout During a category review, a retailer’s category captain presented a new shelf arrangement which would improve penetration, while maintaining or growing sales, a mutual goal. To address the retailer’s own brand objectives in addition, they developed a hybrid shelf concept with the intent of also growing own brand sales. The Challenge Introduce a category arrangement that increases penetration and own- brand sales, while maintaining overall category sales. Method The retailer had recently implemented a practice of using ShopperMXTM Indicators to evaluate all signicant category changes prior to in-market execution. The category buyer worked with a cross functional team to visualize the current planogram, the captain’s initial recommendation and the

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