7. The Quick-Trip Paradox: An Interview with Mike Twitty
The quick trip has become the most common unit of shopping, yet most retail stores are designed primarily for stock-up shoppers. We interviewed Mike Twitty when he served as shopper insights director of Unilever Americas in the U.S. Since then, he has opened his own company, First Light Insight (see sidebar). Throughout his career, he has conducted pioneering research on quick-trip shoppers. As he notes, although quick trips account for about two-thirds of shopping trips, shoppers buy many different types of products on these trips. This is the Quick-Trip Paradox. This means catering to the quick tripper is not as simple as defining a small set of “quick trip” products.
How Do You Define ...
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