MasterClass: Measuring and Managing ‘Shoppability’

THERE ARE MANY retail contexts where the organization, presentation and pricing of products make it difficult for shoppers to find and buy what they want, hurting the quality of the customer experience and brand sales. “Shoppability” is how a retail environment translates consumer demand into purchase: Recent laboratory and field experiments measuring category and brand shoppability reveal new approaches to shopper engagement to eliminate barriers to purchase. By analyzing how customers interact with the shopping environment, marketers can identify specific product categories and brands that are underperforming to make impactful changes.