B. Shopper Insights

When we know what categories we want to grow in a clear category vision and strategy, we can then ensure that we develop shopper insights to make sure we know the ‘how, when, where, why and who’ about our category shoppers. There will be many differences between categories.

Ultimately as a customer manager we integrate all these insights through the lens of our customer and our customer’s shoppers. The key question to answer is:
 

So, who do you need to be?

We think you need to be SHOPPER SAVVY: