A legendary management consultant said the best way to predict the future is to invent it. The newest NACS/CCRRC Report provides convenience retailers with an introduction to an important research tool; i.e. shopper research, and guidance on growth platforms that can be used to generate more trips and increase spending in our stores.
We decided to release the report in two parts to give readers time to engage the key messages.
- One of these key messages is that shopper research, not traditional consumer research, is a better way to understand what people are looking for when they come into our stores.
- The other message is that new shopper research by TNS Landis has identified and outlined five high growth platforms where we can focus our attention.
The first part of the report, which is now up on the Council site (www.ccrrc.org NACS/CCRRC page), provides a practical explanation of shopper research and shows how the well excepted hierarchy of needs can help you to direct the focus of your shopper research to build a solid strategy.
During the week of March 19, the other half of the report will be posted so that you’ll have plenty of time to digest it before we get together at SOI.
We are interested in hearing your reaction to shopper research and we’ll be glad to try to answer your questions about it over the next couple of weeks so that we’ve dealt with them before moving into exploring the new growth platforms.
- What questions do you have about shopper research and any other part of the first half of the report?
- Do you see value in shopper research? If you do, why? If not, why not?
Senior Executive Vice President,
Nice N’ Easy Grocery Shoppes