An Initiative Value Assessment (IVA) helps determine the extent to which a given retailer is likely to support your initiative, and allows you to adjust priorities as needed. It scores the value of a Shopper initiative based on five customer needs that are weighted based on importance to each individual retailer (in other words, the weighting will change from retailer to retailer).
The five customer needs are:
- Profitability: Initiatives that build overall customer category margin and profit.
- Category Growth:Fresh ideas that will build category volume.
- SKU Productivity: Must be adequate to maintain retail distribution.
- Shoppability: Packaging, in-store design and other point of sale communicate the brand promise and why the shopper should care.
- Simplicity/Efficiency: Making it easy for the retailer will increase support.