SUMMIT PREVIEW: Consumer Insights Driven Merchandising

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July 12, 2011

Every retailer wants to win customers at the shelf and grow category comps, but outside of revolutionary new product introductions, category growth is difficult to achieve day-in and day-out.

Martin Cregg

One way to do it with more precision and certainty is utilizing shopper insights, which can help retailers increase shopper trips, expand shopper baskets and accelerate brand growth, according to Martin Cregg, president of ChaseDesign, and speaker at the upcoming Store Brands Decisions Innovation & Marketing Summit July 18-19 in Chicago.

“As pressure from Wall Street focuses on revenue growth and comp store increases, retailers are looking for category growth -- which is the true measure of real growth in-store -- as retailers realize that brand or SKU growth may not grow the category,” said Cregg. “Category increases happen when shoppers make more trips to the store, find new solutions for their needs or are stimulated by innovation.”

The tools that stimulate category growth are innovation, expanding shopper behavior, promotions and marketing he said, adding: “We focus on shopper behavior as it can be done at full margin, and provide long-term sustainable increase. The clues to shopper changes come through shopper insights, gathered with research, which identified the actionable opportunities.”

During his presentation at the Innovation & Marketing Summit, titled “Consumer Insights Driven Merchandising,” Cregg will discuss the “the magic to shopper-based behavior” to achieving real financial growth in brick-and-mortar stores as well as Internet retailing.

Since joining ChaseDesign in 1981,Cregg has been involved in developing strategy and long-term vision projects for retail clients – such as Kroger and Target -- across many categories in North America, Latin America, Europe, China and Japan. He also founded 10Red Design, a firm focused solely on shopper-based retail strategy development.

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