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Research papers

Category management based on consumer knowledge

In an effort to demonstrate a structured way to run Category Management projects in general, this presentation summarizes a category management study on the cheese market as an example.

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Author: Orvokki Knuutinen
October 26, 2003

Research papers

The role of virtual shopper research in category management

This presentation describes recent attempts to use virtual reality components for studying market effects of new category management-driven initiatives in retail settings. Virtual shopping systems today offer intriguing opportunities for a flexible...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Thomas Kopf, Bernhard Treiber
October 26, 2003

Research papers

Evaluation of live test stores

Systembolaget, Sweden's alcohol retailing monopoly, acts on a strictly regulated market where the marketing possibilities for the retailer are limited. Meeting and exceeding customers' needs and expectations in the shopping environment is the most...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Jan Enander, Lotta Holfve
October 26, 2003

Research papers

The shopper's mind

Creating an experience or an emotional connection with the customer requires that the marketer or retailer first understand that this experience or emotional connection is not the same for every customer. Across multiple shopping experiences there...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Hollis Ashman, Howard R. Moskowitz, Samuel Rabino, Dorothy Minkus- McKenna
October 26, 2003

Research papers

What customer information do category managers need?

Processing the right customer information is fundamental for category managers to become more market oriented. Information supply has to respect individual knowledge to support effective information processing and to avoid information overload. This...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Martin Einhorn, Randy Drenth, Thomas Rudolph
October 26, 2003

Research papers

Retailing in the city centre

Studies on city streetscapes are relatively rare in the retail literature despite the fact that retail offerings at any point in time are good barometers of societal consumption and important in understanding the changing urban experience. This...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Don O'Riordan, Edmund O'Callaghan
October 26, 2003

Research papers

Harnessing consumer and market trends to drive the category

This presentation covers the key influences on the pizza category in terms of consumer and market trend research and brings together how category insights are developed from many examples of research techniques actually used in this case study.

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Author: John Storey
October 26, 2003

Research papers

Retail innovation learnings from a segmented shop formula: Sunka

At the beginning of summer in 2001, Sunka, a new generation supermarket, was launched in Lleida (Catalonia, Spain) and was successful from the start. The supermarket became quite famous in the retail sector. The aim of this presentation is to present...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Xavier Roure, Lluis Martinez-Ribes
October 26, 2003

Research papers

The science of getting heard

Within the research industry much focus is rightly given to innovative design and creative solutions to meet changing information needs.Yet, no matter how advanced the research employed, too often key findings fail to command their due attention in...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Jeremy Garlick, Sharon Hodgson
October 26, 2003