In days of yesteryear a shopper would go to a store based on the type of product it sold then ask the shopkeeper to fetch them the items on their list or recommend solutions (“I have the in-laws over for dinner, what do you recommend?” or “whats your best deal today?”). Time-consuming but personal. Then
One of the most simplified ideas in category management and shopper marketing today is “satisfying the shopper”. It’s even the proposed goal of the Category Management Association (The CMA, a professional association, that exists to help its members drive meaningful category and brand growth by building shopper satisfaction and facilitating strategic collaboration between retailers, suppliers and
My starting point here is that there is a shopper in the store, with a need for your category or product. They may not be thinking about it, but they are at least an occasional buyer and right now they don’t have any at home and/or they could happily use or consume one. Clearly, not