Sharing Knowledge
Building Customer Loyalty on Knowledge
Wolfgang LenzenAC Nielsen GmbH, Germany andClaus Patzke Tengelmann Unternehmensgruppe, Germany.
Figure 1Why 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...