The future of shopper marketing: Shopping for convenience
Sarah GreenDialogue
Multinational retailers, from Tesco to Carrefour, have invested in smaller store formats, as demand for convenience shopping grows, based on ease, economy and shopper experience.
People in the developed world are buying less, but shopping more, often in smaller stores. The evidence is clear: convenience shopping is on the up.
In the UK, for example, the convenience food retail market is growing at twice the rate of the wider market and accounts for 20% of grocery spend. IGD estimates the sector will be worth £46.2 billion by 2018, an...