6The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty

As discussed in Chapter 1, “The Quick Trip: Eighty Percent of Shopper Time Is Wasted,” 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, Shopper Insights Director of Unilever Americas in the U.S., who 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 a quick trip?

Twitty: ...

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