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 ...