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Shopper Optimizer
Optimal Assortment and Distribution Management

For the first time, you can look beyond volume to identify the strategic issues associated with assortment decisions related to buyers and reach. Shopper Optimizer leverages an internationally recognized methodology to determine ideal brand/variety assortment and channel placement using newly developed panel-based measures. New measures (Cumulative Penetration, Exclusive Penetration, Additional Penetration and Sales Concentration) let you determine what product assortment reaches the highest number of buying households and the extent of buyer incrementality provided by each item. It also measures buying rates, purchase frequency, loyalty and repeat purchasing associated with those items. In addition, Shopper Optimizer can help manufacturers manage distribution by determining the incremental penetration from additional retailers and/or channels.

To achieve a comprehensive solution to assortment and portfolio management issues, Shopper Optimizer can be integrated with traditional volumetric Product Assortment analyses. Available from the ACNielsen Centers of Excellence, Product Assortment delivers measures of SKU importance across both the category and the brand, quantifying the volume incrementality and cannibalization effects on both.

Key Questions Addressed:

• With which assortment can a retailer/manufacturer reach the highest number of buying households?
• Which brand/varieties have a high number of exclusive buying households?
• Which brands/varieties attract new buyers to the retailer?
• How do buying rates, purchase frequency, loyalty and repeat purchasing vary across brands/varieties?
• What incremental buyer impact does each distribution channel offer?

Shopper Optimizer helps you to:

• Identify manufacturer opportunities to prune, expand and maintain a product line to enhance portfolio.
• Maximize retailer category, brand and SKU assortment to reach the highest number of buying households.
• Identify opportunity/risks associated with expanding or contracting channel/retailer distribution.

ACNielsen Homescan™ is the leading and premier provider of household purchase and demographic information on consumer trends. Insights are derived from panelists who use a patented in-home scanner to record their changing attitudes, shopping habits, product purchases and lifestyles. Results offer highly actionable, demographically representative and nationally projectable consumer knowledge to both the consumer package goods (CPG) and retail industries.