Putting eggs in many baskets – how Kerry Foods and Warburtons are addressing the multi-channel shopper

This event report looks at how the variety of shopping channels now available is changing consumer behaviour and how marketers are responding to empowered consumers who are less loyal than before.

Putting eggs in many baskets – how Kerry Foods and Warburtons are addressing the multi-channel shopperk

Jo Bowman

Shoppers who use new supermarket formats such as online, click-and-collect and convenience stores might be harder to pin down, but they're also more valuable to retailers, the International Shopper Insights in Action conference heard.

Kerry Foods Head of Shopper Marketing James Brett said the rise of the multi-channel shopper was throwing down new challenges to brands and retailers, and changing the opportunities. "Hello empowered shopper, goodbye loyalty," he cautioned.

The convenience element of UK grocery shopping was now, and quite suddenly,...

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