North America NACS, 2014
Understanding and responding to customer needs is the key to unlocking retail growth, but it’s not always easy to do. This report describes how a cross section of convenience retailers are using the shopper research methods called out in the last NACS / Coca-Cola Retailing Research Council study; i.e. The Playbook for Success, to strengthen their offer to customers as the path to growing sales.
The report walks through how different retailers are using The Playbook. It also presents case studies on how shopper research guided them to the step in The Playbook that fits where they are and then goes through the changes in product assortment, merchandising, and other elements of the offer to give customers “more of what they were looking for”.