SMARTInsights blog

Oct
29
2015


SMART Introduces an Innovative Market Research Offering of Path to Purchase Shopper Journey

The State of the Instant Potato Category


With declining sales and a stagnant consumer base, the Instant Potatoes industry needs to better align marketing mixes with shopper expectations.Understanding the consumer and how they shop is critical in finding ways to connect. A detailed and relevant model of the shopper’s purchase journey provides better opportunities for targeted interception points. 

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Oct
27
2015

Natural and Organic Food Purchases Grow with Financial Security


As shoppers have become more aware of health concious choices, their interest in natural and organic food has rapidly grown.
 

Kantar reports the organic and natural industry is estimated to reach $61.2 billion by 2015. The Millennial generation will have the most impact on this expanding segment, with True Organic Millennial Shoppers (TOMS) leading the pack. SMARTeam has identified TOMS as Millennial consumers who are always wlling to pay more for at least some natural and organic food products. tracking and targeting these shoppers will help business win their allegiance.
Many Millennials become TOMS as they advance in their careers, gain higher incomes, start families and have the financial ablilty to be pickier about the quality of foods they choose for themselves and their families.

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Oct
26
2015

Everyone Who's Anyone is Talking About the Millennials.

The term "Millennial" has become so ubiqutous in conversation that we naively assume we're all experts on what makes them tick.

But we've forgetten one very important thing.

The Millennial generation is'nt one convenient, motionless cluster. Rather, it's an ever-changing and maturing demographic heavily influenced by rapid transitions through various life stages. With new-found independence, college, family planning, today's young adults face more milestones in a short period of time than any other demographic. As our media channels and retail landscape grow increasingly digitized, Millennials serve as guinea pigs coming of age in a data-driven world, facilitating insights that as as transparent as they are perplexing. 

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Oct
7
2015

Henkel Leverages Shopper Segmentation to Boost Sales

Henkel Leverages Shopper Segmentation to Boost Sales
Henkel has expanded its shopper segmentation to include five behavior types instead of three. That, coupled with the knowledge that many consumers' shopping styles vary based on category -- laundry vs. beauty, for example -- has helped Henkel target a broader market and increase sales. Henkel uses that knowledge to "identify promotional strategies and also specific tactics," which the company shares with retailers, said Dorene Squires, director of category management and shopper insights for Henkel's US division.

 
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