Chapter 9

The Key Points in This Chapter

  • Collate your shopper insights on each step of your path to purchase.
  • Shopper insights should then be used as the basis of your strategies.
  • The first step in writing shopper-led strategies is to identify what you want the shopper to do more of, for example, more shoppers entering the coffee aisle on main trip missions.
  • The second step in writing shopper strategies is to identify a high-level action that will overcome purchase barriers, for example, more shoppers entering the coffee aisle on main trip missions by expanding products for refuel occasions.

Part A: Inspiration

Simon and his wife were out to dinner at one of the chic, new eateries; while they waited for their table, they had decided to enjoy ...

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