CHICAGO – Modern technology has changed how consumers shop. They're increasingly shopping from their couches instead of visiting their local retailer. What is driving brick-and-mortar shoppers to remain this type of shopper? How do retailers introduce new items, in-store and online? How do retailers meet customer needs for personalization and convenience?
These are the lingering questions throughout the industry, said Tom McDonald, chairman of the advisory board and best practices team leader for the Category Management Association (CMA), Bloomington, Minn., during the webinar The Changing World of Category Management and Shopper Insights.
“It’s no longer about commercial ads or campaigns, but about your social footprint and how you get people to use your products,” McDonald said. “It’s important to provide the tools people need to become efficient in pricing, promotion and everyday shelving.”
Here are three ways retailers can use shopper insights to bolster their business, according to the CMA …