Creating an effective shopper strategy in FMCG

Execution picture of success in traditional and modern trade

Identifying the shopper

Understanding the shopper value drivers

Analyzing the shopper zones in modern trade (transition-impulse-destination)

Determining how the brand best fits with the shoppers needs

Managing adjacency in modern trade for attracting shoppers

Planning where to engage shoppers along their path to purchase

Creating an insight-based shopper Strategy

Key steps to create a shopper strategy

Challenges and limitations of a shopper strategy