Price Image KVI Score
Collapsing KVI selection into the best-seller list is the commonest error, and the most understandable: the second list is one query away, the first takes judgement. The two sets overlap partly and never fully. An exclusive best-seller can be compared nowhere and therefore carries no weight in price image, whatever its rate of sale, while a rarely bought traffic-driver stocked at every competitor carries a great deal.
The cost is direct: the price competitiveness budget spreads across items the customer never checks, while the ones they do check drift unmonitored. Correcting it comes down to scoring, explicitly and one category at a time, the properties that make a price memorable and comparable across retailers. No heavy tooling is involved.
Price Image KVI Score
How to read the result
What you enter
- Item list for the category being assessed
- Purchase frequency and price recall
- Comparability: the exact item exists at the competitors tracked
- Visibility in aisle, in leaflet and on the first page of results
- Relative weight of the four criteria
How to read the result
- A ranking holds inside a category; aggregated, it reproduces the rotation bias
- The break in slope down the ranking shows where to cut
- Strong on three criteria and zero on comparability: the item is not a KVI
- At the end of the ranking: the list to put to buyers for validation
What the result does not tell you
- Price recall and visibility scores stay team judgements. They record what the organisation believes about the customer, not what the customer checks.
- Comparability is assessed against the competitor panel entered. A pure player missing from that panel shifts the list across every category it trades.
- An item is scored in isolation, without its place in the range. An opening price point and its own-brand equivalent both surface when one reference point is enough.
- The selection carries no date. A new line bedding in, an item reaching end of life, and the list has moved well before an annual review comes round.
The output is a proposal. Buyers alone know real substitutability inside their own category.
CONTACT
A first thirty-minute conversation
A retention, expansion or pricing challenge? Thirty minutes is enough to frame it and to find out whether there is something worth working on together.