Stop interrupting shoppers

Whitepaper Retail & Shopper | 2013 | Engels


Introduction

Retailers and manufacturers don’t draw up planograms for fun. And at the risk of sounding cynical, they don’t usually draw them up just to make shoppers’ lives easier. Their objective is, naturally enough, a more self-interested one: most planograms aim to influence shoppers’ decisions, affecting what they buy and increasing the amount that they spend. As such they embody an assumption: that shoppers are actually making decisions in-store, considering choices and weighing up options. The problem is that for most shoppers and most purchases, this assumption is very wide of the mark.

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Marijke Guldemond
Director Branding, Communication & Shopper
e  Marijke.Guldemond@kantartns.com
t  (020) 5225 386

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