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“The Consumer v The Shopper, the importance of driving Frequency of Consumption”
Written by Dynamic Reasoning and presented to the Business School at University of Kent as part of their NPD programme.
The key to an effective strategy is to ensure that the shopper activity starts with an understanding of the consumption need and occasion. Otherwise activity that simply focuses on driving purchases only results in a short-term uplift in volume with an increase in trade spend and no benefit to the supplier or retailer.
Ideal Scenario for all suppliers and retailers linking consumption to shopper missions, driving repeat purchase and therefore rate of sale, the faster the better!”
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