YouGov_寻找真正的增长杠杆：购物者转化泄漏-Finding the real growth lever the shopper conversion leakage case.docxVIP

REPORT

Findingtherealgrowthlever:

theshopperconversionleakagecase

2Findingtherealgrowthlever:theshopperconversionleakagecase

2

Contents

1Introduction

2Fromsymptomstodrivers:ashopper-baseddiagnosticmodel

3Casestudy:PersonalWashcategoryatRetailerA

4Turninginsightintoacategoryplan(withoutguessing)

5Conclusion

3Findingtherealgrowthlever:theshopperconversionleakagecase

3

Introduction

Inoneyear,255,000shoppersstoppedbuyingshowergelfromonegroceryretailer.Not

becausetheyleftthecategory,butbecausetheyboughtitelsewhere.

Thisreportshowswhoisleaving,wheretheygo,andwhatdrivestheswitch-includingwhy

“morepromotions”,won’twinthembackinthiscase.

Toomanycategoryplansstartwithsalesresultsandworkbackward.Butsalesdatatellsyouwhathappened,notwhy.Whenthe“why”ismissing,teamsfallbackonfamiliarlevers-promotions,

pricemoves,traffictactics-andtreatsymptomsinsteadoftheunderlyingissue.

Source:SimITWebMATQ3;YouGovShopper

Wesetoutashopperbehaviordiagnostic

Wesetoutashopperbehaviordiagnostic

focusedonconversion(buyerclosurerate),showinghowto:

?Separaterealdemandfrompriceeffects

?Pinpointthebehavioraldriversbehindthetopline

?Sizetheopportunityusingcrediblebenchmarks

Areal,anonymizedcasestudyinPersonalWash(bathandshowergel)bringsthemethodtolife.

RetailerAsawcategoryvaluedeclineeven

thoughdemandandstoretrafficwerestable.Thelosscamefromconversion-fewerpotential

categorybuyersboughtthecategoryin-store.

Promotionsweren’ttherootcause.Leakage

concentratedtoasmallsetofcompetitors,

clusteredaroundspecificbrandsandpricetiers.

4Findingtherealgrowthlever:theshopperconversionleakagecase