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- Who buys, where, and when?
- What shopper segmentation exists and why?
- What are their need states, trip drivers, & purchase triggers? Why?
- What roles do categories, segments & brands play?
- How do shoppers vary from users?
- What is the financial value of each shopper segment?
- What is the “size of the prize” for better meeting their needs?
a collaborative approach to understanding the shopper
taking a category to new heights
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