Ask any shopper why they buy one brand over another and you might not get the answer you like. They are likely to have a reward card with a supermarket just because it’s conveniently down the road, or buy the same toothpaste for years because they haven’t found a reason to try anything different – rather than out of genuine loyalty.
So how can brands and retailers jolt shoppers fixed in a routine to reassess their value, and how can they say something different to stand out above the noise of the competition?
The report 'Global Trends: Shifting Preconceptions' was first published in In-store Insights Issue 26.
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