Category Archives: Shopper Insight

How Supermarkets can Win-Back their Market Share Willard Bishop recently published its annual The Future of Food Retailing report. As expected, the supermarket channel continued to lose market share to non-traditional formats such as mass/club, drug, and convenience stores. As illustrated below,... View Post
Competitive Edge is a monthly journal providing actionable insights into the ever-changing world of consumer goods retailing. Topics focus on a variety of challenges currently facing retailers and consumer packaged goods manufacturers including growth strategies, new product launches, pricing,... View Post
AD-IN™ improves margins by more than 8%, even on TPRs, while increasing traffic by more than 1%. Ad Balancing by Willard Bishop Ad Balancing is the practice of aligning ad circulars (front page and inside pages) and TPRs with shopper behaviors, in order to maximize productivity as defined by... View Post
Consumer Packaged Goods marketers (CPGs) have been wrestling with the size, growth, and productivity of their trade promotion spend for decades.  While there’s some evidence that budgets are stabilizing and funds are being converted to Shopper Marketing spending, that’s not true for all CPGs... View Post
Business Intelligence (BI) continues to redefine the tools of engagement across the retailing landscape. In the early days the value of BI was limited to historical perspectives. For example: An executive, needing to make a game-changing decision, turned to an analyst for help in defining key... View Post
Jon Hauptman and Craig Rosenblum will be guest panelists at the upcoming show for the National Grocers Association. The show is being held February 9-12 at the Mirage Hotel and Casino. About the Workshops Jon Hauptman | Fresh Foods Track Marketing and Merchandising Local Product – Case... View Post
The Loyalty Disconnect There is no doubt that the customer is in charge of the shopping experience at retail today.  Retailers now have to work feverishly to provide shoppers what they want, when they want it and the way they want it.  Unfortunately, many retailers do not truly understand... View Post
The Benefit Consumer Packaged Goods marketers (CPGs) have been wrestling with the size, growth, and productivity of their trade promotion spend for decades.  While there’s some evidence that budgets are stabilizing and funds are being converted to Shopper Marketing spending, that’s not true... View Post
Most organizations today develop assortment plans using a one-size-fits-all approach with some customization across store clusters using rules-based modeling.  For some categories, there is very little demand variance across stores and this approach works.  However, many categories experience... View Post