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APPLYING DECISION SCIENCE AT THE POINT OF PURCHASE TO INCREASE EFFECTIVENESS BY DECODE MARKETING AND KFC

Using an objective based framework to influence shopper decisions and how this was implanted by KFC:

  • Reward
  • Response
  • Recognise
  • Relay
  • Result

Originally presented by Martin Bryant, Senior Consumer Insights Manager at KFC and Kathryn Purchase, Head of Shopper at Decode Marketing, at the POPAI Shopper Seminar on 22nd September 2016 in Manchester.

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