What’s in store for 2014?

The big focus areas we have seen this year and believe likely to continue are ‘fix the basics’ and ‘meal occasions’. The understanding of shopper missions (key drivers to store) is become increasingly sophisticated. Retailers recognise a one fits all version doesn’t work, which is how symbol and independent operators have the edge on the competition. Shopper expectations will naturally differ by store type and locations and flexing range to suit your local shopper need – appeals to shoppers in the edge of trust, personalisation and supporting local. This year we have seen a big drive behind getting the basics right, particularly in key footfall CTN categories and also a big focus on great availability, providing choice, and great displays that are easy to shop.

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