Building customer loyalty on knowledge

Date of publication: September 1, 1998

Company: Nielsen


This paper addresses the difficulties faced by food retailers in recent years. Category management is the latest magic formula but the success of category management is completely dependent on the quality and relevance of the information provided. Customer focus is far from being a matter of course in practice. Efficient consumer response (ECR) is the key to success in retailing. A case study utilizing Tengelmann focusing on shopper patterns based on household panel data in Germany is provided.

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