| For retailers who want a consistent and objective view of category competitive structures, IRI Consumer Decision Maps™ (CDMs) provide both the UPC- and segment-level insights you want at the price you need. Unlike other approaches, a CDM analysis actually quantifies the degree of substitutability between individual UPCs and between segments, so you can create a mix of products on the shelf, and a mix of products on promotion each period that will generate more incremental sales for the category. Consumer Decision Maps are based on actual consumer purchase behavior, the industry-preferred approach for supporting retail merchandising decisions. Like competing methodologies, CDMs provide a high-level view of the category competitive structure, showing which product attributes are used by consumers to divide a category into competitive sets. But CDMs also provide a bottom-up view of the category, revealing which UPCs are most substitutable and form into clusters, how many such clusters exist in a category, and which clusters are close versus distant competitors. Thus, CDMs uniquely provide the facts you need to make more profitable assortment and promotion scheduling decisions. Importantly, the CDM deliverables are consistent in format, simple to interpret, and easy to apply in everyday decision making. 
Reveal which products are most unique versus most substitutable within each category
Design product assortments and promotion schedules that will maximize incrementality
Increase consumer reach, category traffic, and sales
For more information, contact IRI at 1-866-262-5973 or contact us by email. |
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 | Quantifies the competitive distance between each set of products; learn which products are close competitors and which are distant | | Ensures that your assortment includes an appropriate balance of products from each segment | | Adjusts your assortment to reduce redundancy, maximizing the incremental sales contribution of each item on the shelf |
| | Reveal the competitive structure of a category |  |
| | Quantify what you see on the map | |
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