Building partner relationships with the sales channel through skillful category support is a daily challenge for important market players. Knowledge of the shopper’s specifics, discovering new insights and the appropriateness of actions – both at the level of shelf management, its layout and assortment as well as the strategy of development and introduction of new products – is fundamental from the point of view of category growth. Understanding the specifics of the point of sale and the factors that increase purchase conversion requires precise analyses adapted to the specifics of a particular retailer.