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    How to Perfect the ‘Shopper Experience’ Subject of New Industry Study

    The research project will give grocers insights they can turn into action.

    Progressive Grocer and Meridian Consulting Group today launched a new research project to identify and publicize best practices for improving the grocery shopper experience, and drive increased sales at retail.

    Called “Shopper Experience: The New Competitive Battleground,” the study will provide a broad-based look across all supermarket departments and categories, to identify best practices within the industry. It will analyze shopper data, as well as retailer and supplier, metrics, the researchers said.

    “The focus of CPG retailers and suppliers has long been to understand needs of the consumer,” said Ted Taft, managing dir. for Wilton, Ct.-based Meridian Consulting. “But with more shopping choices across categories and channels, and more competition for ‘share of pocketbook’ and consumer loyalty, the priority today has expanded to one of better understanding needs of the shopper.

    “This is a significant shift with broad implications for the skill sets an organization needs to win in today’s market,” Taft said. “Focus on the consumer has traditionally been very category- and product-centric. Focus on the shopper requires understanding across categories and channels, and consideration of a broader set of tactics to engage and sustain shopper interest and loyalty.”

    Progressive Grocer invites grocers and suppliers to participate in the survey.

    Click here to take the survey.

    All responses will be kept confidential, and no individual responses will be shared with any group or organization. Compiled responses will be analyzed and published in PG’s October 1 issue.

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