Developing new panel services for retailers

Date of publication: February 1, 1997

Abstract:

This paper describes how consumer panels in Great Britain have been developed in recent years to provide a wide range of services that are of specific relevance to grocery retailers. The paper will go on to describe in more detail three new services that further enhance the retailers understanding of their consumers buying behaviour. The first of these looks at catchment areas, or the distance that consumers travel to their chosen retailer and the ways that this affects their purchasing. The second analyses the classification of a retailers stores into clusters and examines the ways that these can then be employed to maximise their sales with particular reference to Category Management. The third segments consumers by the ways in which they shop and using this to identify areas of strength and weakness.

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