Understanding the shopper is at the heart of successful plans for promotions, ranging and merchandising. It’s crucial to all aspects of category management, shopper marketing and joint planning.
Retailers need to prioritize across categories based on what shoppers want, and fine tune marketing with facts about how their customers differ to their competitors.
Suppliers should propose execution plans based on evidence about what shoppers seek, customized to each retailer’s unique profile
But do you have the time or the budget to get all these insights, for each category, in each banner every year, through custom research?