Store Visit - Critical Source of Information • General impression – look and feel. • Who is the main customer? Customer groups? Age? Income? How much time do customers spend in the store? • Which role plays the category for the retailer? • Price policy in the category. It depends on the general marketing strategy and particular category role. • Promotional activity - quantity of promotions at the moment, type of promotions, discount
level.
• Own brand importance and its price positioning. • Core brand in the category (benchmark).
Who is my competitor? Where is my place on this shelf? Which product can be replaced by mine and why? What are my competitive advantages on this particular shelf? © 2018 Limited Liability Company “Deloitte & Touche”
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