Building customer loyalty on knowledge. An innovative efficient consumer response (ECR) approach based on extensive consumer panel research for the retail trade

Claus Patzke and Wolfgang Lenzen

This paper addresses the difficulties faced by food retailers in recent years. Category management is the latest magic formula, but the success of category management is completely dependent on the quality and relevance of the information provided. Customer focus is far from being a matter of course in practice.

Sharing Knowledge

Building Customer Loyalty on Knowledge

Wolfgang LenzenAC Nielsen GmbH, Germany andClaus Patzke Tengelmann Unternehmensgruppe, Germany.

Figure 1

Why Conduct Shopping Pattern Studies?

In recent years the world has not been kind to food retailers:

  • total turnover has been stagnating for years;
  • aggressive pricing and specialist competition is aggravating the precarious profit situation;
  • 1% is regarded as success;
  • concentrated buying power and tougher and tougher negotiation of terms also mean the industry is far from being a golden cow - profit margins are...

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