Ipsos Insight Releases Proprietary Tool That Raises The Bar For Line Optimization: Line Evolution™ Tackles Complexities Of Today’s Consumers And Retailers
Wednesday, October 11, 2006
New York, NY – To help consumer products manufacturers make better decisions about which products to include in their product lineups, Ipsos Insight has introduced Line Evolution™, a proprietary line optimization solution that takes into account consumer need states, retail space limitations, and the reality of stock outages.
Many companies create line extensions of their most popular brands to extend their reach and increase revenue, often offering consumers more of the same product in new flavors, scents and varieties. But, with consumers seeking more than just variety and at the same time retailers unable or unwilling to stock full product lines, manufacturers are challenged to think about line optimization in new and different ways to achieve their reach and volume targets.
“Line Evolution enables manufacturers to choose the optimum product lineup because it addresses consumer and retailer realities,” says Lauren Demar, President of Ipsos Insight’s Consumer Products Division. “We recognize that consumers increasingly choose different brands in different situations to meet varying needs. On the other end of the spectrum, we realize that a full line won’t always be available to consumers due to retail pressures and stock outages.”
“To address these challenges, we’ve substantially improved our method of line optimization,” says Demar. “Line Evolution recognizes that consumers have a variety of need states, and it helps manufacturers identify ways to meet those needs through line extensions. We’re talking about multiple purchasing that goes beyond variety-seeking.”
“At the same time, the approach incorporates the reality of the marketplace – specifically, how to best maximize the brand’s potential in retail environments where the full array is not available,” continues Demar. “This unique approach goes beyond traditional research tools. With Line Evolution, clients can choose the best product lineup based on in-store realities and consumer needs.”
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