A category management program that aims to make it easier for shoppers to find what products they want and when they want them is paying off for ConAgra Foods. How big a need in grocery retail is there for SPACE-like (Simplifying Product Assortment & Creating Efficiency) programs?
In a presentation to retailers last month, Darren Marshall, VP of global customer and shopper marketing at Coke, said connecting with shoppers effectively calls for partnering with retailers to create value collaboratively. What do you think of Darren Marshall’s seven habits of highly effective “shelf-savvy” marketers?
Analysis of over two million grocery shoppers by Concept Shopping shows that the top 10 percent of a store’s customers visit the store more than twice a week, spend over $39 per visit, and represent nearly 40 percent of the store’s total sales. In what ways can retailers do a better job reaching their best customers?
The Hershey Company is betting that incremental candy purchases in convenience stores can be triggered by placing its products in the right place at the right time. What value do you place on understanding the ‘need states’ of consumers at the store level?
To better understand the mindset of consumers in the store as well their thinking beforehand and afterwards, Frito-Lay relies on deep insights gathered by cultural anthropologists using ethnographic research. What is the potential as well as limitations of using ethnographic research to understand consumers’ mindset?
Coca-Cola is mounting a major marketing offensive as it tries to connect with shoppers keeping a tight grip on their purse strings in these challenging economic times. Which of Coca-Cola’s shopper solutions will do most to boost sales in the current climate?
In 2006, ConAgra Foods was a novice at shopper insights. Today, it is leveraging those insights to develop in-store marketing programs with key customers and to activate sales. What benefits can a vendor provide around shopper insights programs that a retailer may not be able to?
The GS1 DataBar may not be ready for prime time. The next phase for bringing the revolutionary new barcode on coupons into the marketplace is in danger of being postponed because a critical mass of retailers is not ready for the new format. What’s causing the delay in retailer’s fully implementing the GS1 DataBar?
Welch’s is leveraging shopper insights to drive category revenue for retail partners for its assortment of jams and jellies. To facilitate the process and obtain insights, Welch’s relies on a program from IRI called Shopper Insight Explorer. What does shopper analysis tell you about why customers aren’t shopping a store for a certain category? What doesn’t it reveal?
Last month, Hormel Foods Corporation and Cannondale Associates released the results of a study finding that, rather than having convenience items scattered throughout the store, shoppers would prefer a dedicated convenience meals aisle, located in the center store. What are the pros and cons of creating a center store “Convenience/Prepared Foods” aisle?
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