Willard Bishop’s shopper database, which currently includes more than two billion transactions across 60 million households, helps manufacturers develop powerful selling strategies and programs based on geo-demographic attributes and shopper purchase behaviors.
Willard Bishop, applying advanced algorithms, creates Consumer Decision Trees (CDT) that use dendrograms to illustrate item-level tradeoffs and the propensity for product substitutions. These insight-rich CDTs are also used for demand generation initiatives as well as for understanding demand transfer and product substitutions driven by out-of-stocks and/or disparate pricing. Manufacturers, particularly Category Managers, apply these shopper-based insights for store clustering, SKU rationalization, and space optimization.
The store shelf is the last chance to promote trial and ultimately transform a shopper into a loyal brand advocate. However, new items, category reviews, resets, remodels, and rapidly changing shopper dynamics are forcing manufacturers to expand their views beyond the category and sub-category levels. Willard Bishop helps manufacturers navigate these merchandising-related challenges by integrating the retailer’s objectives (for the category and how it fits within a “total store” strategy), while simultaneously considering shelf/aisle space utilization, category assortment, traffic patterns, and adjacencies.
Willard Bishop improves return on sales through demand optimization. Specifically, Willard Bishop analyzes the price position of the manufacturer’s trading partners; then identifies performance gaps based on household price sensitivities. Willard Bishops also incorporates promotion planning tools to develop demand generation programs and strategies. These demand-based initiatives can then be optimized according to competitive position, share of shelf, market share, unit movement, etc.