The G-Local Shopper: Different markets, common needs

Danielle Pinnington
Shoppercentric, UK


Shopper insight is an area of considerable growth in developed retail markets, and yet it is still an area in relative infancy. Shopper insight first came to notice in the 1990s as part of the category management process, a process developed by manufacturers to support their trading relationships with retailers. At that point, however, it was just one cog in the whole process, and tended to be managed by the consultants involved.

In the 2000s, however, shopper insight started to appear in the structures of major manufacturers, with companies like P&G, Unilever, Coca Cola and Cadbury setting up shopper insight teams. This coincided with the growing awareness of shopper marketing as a discipline in its own right. These new insight positions were designed to not only provide on-going support to trading teams, but to also deliver shopper-based evidence on which to build shopper marketing plans.