Category Deep Dive – Club Channel Case Study

Business Challenge:

A major Retailer was facing underperformance in a key Department, marked by low shopper consideration and poor productivity per square foot. Despite multiple redesigns and merchandising updates over the years, the Department continued to lag behind benchmarks. The lack of traction signaled a deeper issue with how the category was being presented and understood by shoppers.

Solution:

Shopper1st deployed its Category Deep Dive methodology to uncover the root causes and identify opportunities for breakthrough improvement. This included benchmarking in-store and online communication versus best-in-class competitors, and building realistic Shopper Simulations to test different layouts and messaging approaches. The analysis revealed high-impact areas such as optimized Claims, more effective Signposting, and strategically placed Adjacencies. Findings were compiled into a custom Shopper Design Go-to-Market Playbook for merchant teams to execute with clarity and confidence.

Impact:

The Retailer implemented the Playbook across the Department, leading to a marked improvement in both shopper engagement and space productivity. Shoppers found the category easier to navigate and more compelling to shop. The initiative reinvigorated a long-stagnant Department, proving that aligning design with shopper behavior can drive measurable in-store success.