VideoMining’s (VM) Category Fundamentals solution provides channel-specific data, insights, and recommendations for the category, carefully dissecting the entire path-to-purchase with store, isle, display, and at-the-shelf level analysis. VM tracks over 700 million shopping trips across grocery and c-store channels. It quantifies in-store shopper behavior using advanced AI algorithms and generates standardized metrics to measure and track category performance, benchmarked against other relevant categories.
Store Traffic
All individuals entering the store
Aisle Traffic
Every person who walks into the category aisle
Category Traffic
Those who pass the primary shelf location for the category
Category Shoppers
Individuals who stop to interact with the category
Category Buyers
Everyone who purchases at least one category item
View category performance across the path-to-purchase
Impact
The solution helps brands develop data-driven strategies for categories tailored to store channels and improve RoI from their merchandising and marketing investments. CPG manufacturers can leverage the insights as empirical evidence for strategic initiatives or as third party validation in category leadership conversations with retailers.
Grocery channel coverage
Provides data and insights from tracking over 400 million in-store visitors from the nation’s top retailers and helps brands put their finger directly on the pulse of today’s grocery shopper.
Storewide Insights
Offers grocery store analysis designed to provide a high-level understanding of the channel.
Category Insights
Provides category level analysis exploring the path-to-purchase for a category’s primary shelf.
Display and Front-end Insights
Measurement and analysis of category display performance and interactions with products at the checkout.
Seasonality and Trend Analysis
Seasonal variations and impact on grocery trips and exploration of changes in the channel over the past decade.
C-store channel coverage
Provides data and insights from tracking over 300 million in-store visitors across multi-chain convenience stores that have a national presence across all NACS regions. Covers six different departments: Foodservice, Total Alcoholic Beverages, Total Non-Alcoholic Beverages, Snacks, Tobacco, and Others.
Fuel Performance
VM’s technology dives deep into the interplay between fuel and non-fuel shoppers in-store.
Storewide Insights
Offers convenience store analysis designed to provide a high-level understanding of the channel.
Department/Super-Category Insights
Enables exploration of the path-to-purchase at a department/super-category level.
Category Insights
Provides category level analysis exploring the path-to-purchase for a category’s primary shelf.
Front-end Insights
Allows brands to measure and analyze interactions with products at the checkout.
Seasonality Analysis
Tracks the impact of seasonal variations or promotions on C-store trips.
Understand Key Category Metrics
Path-to-purchase metrics
Examines important sales conversion metrics, including category exposure, engagement, and closure, with the ability to deep dive down to the sub-category and brand level. Identifies leakage and highlights key shoppability issues impacting sales performance.
Moment of truth metrics
Provides insight into crucial moments at the shelf when shoppers make their purchase decision. It covers navigation time, shopping time, and at-shelf behaviors.
Category basket metrics
Analyzes buyer decisions during the shopping trip to measure the performance of categories. The parameters include basket averages, trip type, and cross-purchase metrics.
Category shopper metrics
Offers valuable demographic insights into the typical shopper for the category. It enables the breakdown of the shopping process by trip mission, trip type, and other adjacent categories in the basket.
Answer Fundamental Shopper Behavior Questions
Where potential buyers are lost, and what are the opportunities to keep them on the right path to purchase?
How complex is the shoppers’ decision process, and what are the ways to make decisions easier?
What are the motivations of the shoppers during trips and while purchasing?
