Understanding business drivers at the point of sale: Actionable research for daily business
European Union group, The Coca-Cola Company, Germany
Classic modern trade retailers in Germany operate with low margins in a very competitive environment. Ongoing retailer consolidation and discounter and private label growth are putting significant pressure on retailers. Internal shopper research has shown that shoppers
are not particularly satisfied with their shopping experience – which has a negative impact on their basket spend;
in many cases see no significant differences in the profiles of modern trade retailers – which has a negative impact on store loyalty;
and make more than 40% of purchase decisions in-store – which documents the importance of the point of purchase.