Track Session

How do we go about understanding market structure in a way that generates shopper insights? Usually when we think of market structure we have on our strategic marketing hat rather than our "serve the customer" hat. Market structure has the goal of trying to optimize the layout, assortment and price structure of products both from a "consumer-driven" viewpoint and simultaneously from a viewpoint of maximizing returns to retailer and manufacturer.

Alcaraz and Garratt will demonstrate a new way of doing market structure that opens up useful insights into how to serve the shopper better. Their scope is across multiple classes of trade and mixes both hard behavioral data and choice models to produce a more fruitful understanding of shopper choice both within and across channels. Key audience takeaway points:

• Modern computation gives us new ways to do market structure that generate shopper insights.
• Behavioral data and choice data are required to do this.
• It’s all about the story you can tell that explains the structure.