Purchase sequence model in the milk refrigerator
Background
A food manufacturer and a leading food retailer wanted to understand how milk was bought in the refrigerator and to see if it was possible to improve sales performance by rearranging the refrigerator without changing the complex trade agreements between the parties.
The mission
Boaz Yariv, the research manager, made a few observations about the refrigerator buyers and came up with an insight that would later be discovered as a scientific retail discovery. There is a certain order in Kenya versus the milk refrigerator and it does not depend on the refrigerator structure or the commercialization method.
This arrangement causes shoppers to conduct a "zig-zag" behavior, walking back and forth in front of the refrigerator, lowering the level of orientation and eventually causing the buyer to buy less at a given time.
The research thesis we presented stunned Tnuva's managers and thus one of the most important buyers' behavior studies was born in front of the refrigerator.
ביצוע
For a month or so in a number of neighborhood writers, we conducted a survey of the way buyers behave in front of the refrigerator: where they come from, where they are sent, where they buy, conversion rates, abandonment rates, Different for about 3,500 buyers.
Using the most advanced analysis we managed to roll the behavior into 3 indexes that account for more than 80% of the buyers' behavior in the refrigerator and in fact cracked the way the buyer perceives and makes the purchase in the refrigerator and the motives for optimizing or harming the buying process.
Products
The Results
A thorough understanding of how the buyer plans and makes the purchase, quantitative quantification of the value of the shopping basket according to the direction of entry into the category - insights that allow the retailer to increase an acquaintance only by changing the store route and access to the refrigerator, methodology for understanding the optimal buying sequence, reducing the wandering time and the zigzag phenomenon Expensive and thus raising the effectiveness of shopping in the refrigerator.
In addition, we have constructed a rearrangement scheme of the refrigerator without a change in plenogram but a new categorical arrangement - which is not anchored in any supplier agreement.
The model allowed the purchase basket to be increased by more than 5% only by rearranging the subcategories to suit the buying behavior of the buyer.
