Browse All Terms

A merchandising strategy in which related or complementary products are displayed together to encourage incremental or impulse purchases. Cross merchandising is used to increase basket size and improve shopper convenience.

The practice of promoting consumer packaged goods brands and products through a mix of brand advertising, trade promotion, retail execution, and consumer engagement to drive awareness, trial, and repeat purchase.

A retail channel focused on quick, easy shopping trips, typically offering limited assortments, smaller pack sizes, and extended hours. Convenience stores emphasize immediacy and accessibility over breadth or price.

A marketing or trade tactic designed to incentivize consumer purchase through offers such as price reductions, coupons, rebates, or value-added deals. Consumer promotions are intended to drive trial, repeat purchase, or short-term sales lift.

A framework that maps how consumers evaluate and choose products within a category, outlining the hierarchy of needs, attributes, and decision criteria that guide purchase behavior. CDTs are used to inform assortment, shelf organization, and category strategy.

A geographically defined market area used to analyze competition among retailers, based on store locations, shopper behavior, and trade areas. CRMAs are commonly used to assess competitive intensity, pricing, and promotional activity within overlapping retail footprints.

A collaborative marketing effort in which two or more brands or partners jointly promote products or campaigns, sharing resources, exposure, and sometimes costs. Co-marketing is used to extend reach, reinforce positioning, or target overlapping audiences.

A retail channel characterized by membership-based access, limited assortments, and large pack sizes offered at value-oriented pricing. Club stores focus on high-volume sales and operational efficiency.

A retailer-produced advertisement, traditionally printed and increasingly digital, that highlights promoted products, pricing, and special offers for a specific time period. Circulars are a common vehicle for feature advertising.

The path through which a product moves from manufacturer to consumer, including the intermediaries involved in selling and delivering the product. Channels of distribution may include direct-to-consumer, wholesalers, distributors, and various retail formats.

A type of retail environment or route to market through which products are sold to consumers. Channels are defined by store format, shopping behavior, or fulfillment model, and are used to analyze performance and tailor strategy.

The area of a retail store that primarily contains shelf-stable, packaged goods, typically located in the middle aisles. Center store categories often include snacks, beverages, canned goods, cereal, and household products.

A formal evaluation of a retail category conducted periodically to assess performance, trends, assortment, pricing, and promotional effectiveness. Category reviews are used to make strategic decisions about assortment changes, shelf space allocation, and future plans.

The approach to setting and managing prices across all products within a retail category to achieve category-level objectives such as profitability, competitiveness, and shopper value perception. Category pricing considers price tiers, competitive benchmarks, and promotional strategy, not just individual item pricing.

A role responsible for overseeing the strategy, performance, and execution of a retail category, including decisions related to assortment, pricing, promotion, and shelf space. Category managers aim to maximize total category performance, not just individual brands.

A strategic approach to managing a retail category as a distinct business unit, with the goal of maximizing category performance through data-driven decisions on assortment, pricing, promotion, and shelf layout.

An evaluation of performance, trends, and dynamics within a retail category, used to inform decisions related to assortment, pricing, promotion, and shelf space. Category analysis considers both brand-level and total category performance.

A promotional offer in which a price incentive or special deal is tied to a case stack merchandising execution. Case stack deals combine secondary placement with price support to drive high-volume purchases.

A merchandising execution in which full cases of product are stacked together on the sales floor, typically outside of the regular shelf set, to create high visibility and drive incremental volume. Case stacks are often used for promotions, seasonal events, or high-velocity items.

A manufacturer-assigned identifier printed on a product case or packaging that is used to track production details, such as manufacturing date, lot number, or plant location. Case codes support traceability, inventory management, and recalls.

A measure of how frequently a product is purchased within a defined shopper base over a specific period. Buying rate reflects purchase intensity and is commonly used to assess repeat behavior and brand strength.

The patterns and behaviors that describe how consumers purchase products, including frequency, timing, channels, and purchase drivers. Buying habits help inform pricing, promotion, and assortment strategies.

A group of stakeholders within a retail or distributor organization responsible for evaluating, selecting, and approving products, assortments, or programs. Buying committees typically include representatives from merchandising, category management, finance, and operations.

Omnichannel & E-Commerce

A merchandising practice in which large quantities of product are stacked together, often outside of the regular shelf set, to create high visual impact and encourage bulk or impulse purchases. Bulk stacking is commonly used during promotions or seasonal events.

An update to a brand’s visual identity, messaging, or consumer touchpoints designed to modernize the brand while retaining its core positioning. A brand refresh is typically evolutionary rather than a complete rebrand.

The intended place a brand occupies in the minds of consumers relative to competitors, defined by its value proposition, target audience, and points of differentiation. Brand positioning guides messaging, pricing, innovation, and marketing strategy.

A marketing role responsible for overseeing a brand’s strategy, performance, and execution across product, pricing, promotion, and distribution. Brand managers coordinate cross-functional teams to drive brand growth and consistency.

A measure of a brand’s overall strength and sustainability based on consumer awareness, perception, consideration, loyalty, and performance over time. Brand health reflects how well a brand is positioned to drive future growth, not just current sales.

The distinct set of visual, verbal, and experiential elements that define how a brand presents itself and is recognized by consumers. Brand identity includes components such as name, logo, packaging, color palette, tone of voice, and design system.