A more quantifiable way to connect qualitative need states to category management

In retail, customer decision trees (CDTs) are foundational to understanding shopping behavior. But all CDTs are not created equal. We’ve combined the best quantitative methods from market structures and the best qualitative methods from traditional CDTs to deliver the best possible CDT on the market.

30+
Years of experience developing robust and actionable customer insights
100M+
Households analyzed globally every week
5%
Average category growth through improved customer-centric retailing

Retail Consumer Decision Trees just got a lot more powerful

Consumer decision trees have always been a useful qualitative assessment tool.  And Market Structures are great quantitative analyses.  But when you combine them – and make them available via an intuitive user interface – the possibilities become exponentially greater.

Qualitative AND Quantitative

Symphony RetailAI’s Customer Decision Tree solution for retailers is a new approach to customer-centric merchandising that analyzes millions of household transactions at the store with universal product code (UPC) level insights to understand the true interdependencies and relationships. More than just a qualitative assessment like traditional CDTs and more customer-centric than a traditional Market Structure, our solution allows category managers to truly identify and quantify the degrees of substitutability and transferable demand.

Customers buy UPCs, not PPGs

Promoted product groups, sometimes called price promotion groups or PPGs for short are useful tools for retailers and manufacturers. But just as a customer doesn’t pay the “average price,” they also don’t go to the store with a list of PPGs to buy. So shouldn’t your CDT be done at the item and store level too? Ours is.

While most providers can’t handle the volume of data to do CDTs at an item level, our scalable cloud solutions allow us to do just that. And when you can understand the UPC-level insight dependencies and interactivities, you can make more informed decisions about assortments, promotions, pricing, and more.

Scalable Integration and Democratization

For too long, customer decision trees in retail has been a one-time analytical exercise – expensive, static, and quickly stale. In an omnichannel environment, both retailers and CPGs need solutions that can evolve alongside the constantly changing consumer behavior.

We’ve made CDTs available directly to end-users via an intuitive user interface, complete with collaboration and workflow enablement. When combined with regularly updated purchase, loyalty, and other longitudinal data, CDTs become an integrated and on-going part of the category management process.

We’ve been able to automate and optimize our processes in everything from assortment and shelf replenishment to preparing orders for our customers

Andrija Derezic CIO
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30 years

Of retail and CPG leadership

1200+

Customers in 70 countries

25

Of the top 25 CPG manufacturers

15

Of the top 30 grocery retailers globally