Understanding business drivers at the point of sale - actionable research for daily business

In a challenging market environment a deep understanding of the shopper at the point-of-sale particularly with regard to return of pos investment is crucial for sustainable business success.

Understanding business drivers at the point of sale: Actionable research for daily business

Karsten KaminEuropean 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...

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