The G-Local Shopper: Different markets, common needs

Danielle Pinnington

General learnings from the world of shopper behaviour are shared in this presentation which examines the commonality that exists between markets in terms of shopper needs.

The G-Local Shopper: Different markets, common needs

Danielle PinningtonShoppercentric, UK

Introduction

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...

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