ORKLA CASE: Shopper Decision Trees

Orkla House Care is a major player in the paintbrushes and rollers market and aims to be the category leader. Central to this is a new market-driven strategy, managed from Denmark, with the ambition to understand shoppers sooner and better than competitors. Ipsos has used the unique Simstore Shopper tool to map consumers’ purchasing behavior for brushes and rollers.

By recreating a virtual version of the store’s shelf, with both Orkla and competitor products, consumers’ preferences, knowledge of the category and intuitive purchasing behavior have been mapped in detail. Data also reveals which alternative products they choose if one or more of their first choices are sold out. The result is detailed Decision Trees that reveal the shoppers’ decision making, category structure as well as strategic recommendations for different segments and markets.

Discover how Ipsos' Simstore solution can help you

I believe Ipsos’ simstore shopper solution is the best if you want to map and understand your market from a shopper-centric point of view. It’s intuitive because it mimes a genuine shopper situation – and it delivers deep strategic insights helping us to understand and optimize our portfolio.

- Category Development Manager, Orkla Home Care