A customer decision tree (CDT) helps to optimise choice and is created for each category. It is a visual representation of the series of choices customers make to choose a product and helps identify which criteria are most important to customers in their purchasing decision.
A CDT supports optimal choice by ensuring that breadth rather than depth of choice is being delivered.
Store layouts will be easiest to shop if they reflect your CDT.
Note: Each leg of a customer decision tree will not have the same commercial value and therefore should not be represented by the same number of products.
In the above example the split of the TV market by screen size could be :
<33” 10%
33” – 59” 30%
59” 60%
In this case the number of >59” TVs in any range would be expected to dominate, however, having representation of the smaller screen sizes is also important to deliver breadth of choice.