Winning Retail Strategies Start with High Value Consumers

High value consumers no longer declare allegiance to a single channel for life. The battle for these sought-after shoppers is difficult. Like any good battle plan, success relies on the quality of field intelligence and the ability to deploy assets for maximum impact. The Food Marketing Institute (FMI), along with aCNielsen, conducted a landmark research study of U.S. households and how they shop for food.
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Winning Retail Strategies Start with High Value Consumers In s i g h t s t o d a y f o r t o m o r row’s d e c i s i o n s Spring 2005 Winning Retail Strategies Start with High Value ConsumersEthnic Marketing by the Numbers:Integrating Diverse Data Can Reveal New OpportunitiesJack-in-the-Tiffin-Box: Unconventional Paths toNew Product Idea DevelopmentWinning the Case for Better Distribution:Optimizing Distribution for Mid- to Small-Sized ManufacturersCanada’s Aging Boomers: A Golden OpportunityCONSUMER INSIGHT: For More Information ACNielsen U.S. 150 North Martingale Road Schaumburg, IL 60173 800.988.4ACN http://acnielsen.com/ci ACNielsen Canada 160 McNabb Street Markham, Ontario L3R 4B8, Canada http://www.acnielsen.caUnderstandingConsumers,Completely.In every issue… Volume 7, No. 1 Business Tools Featuring: ACNielsen Retail ACView CBP—Category Business Planner Spectra Distribution Builder Homescan Shopper Trends ACNielsen Target Track 2.0 TDLinx Location Information Management Homescan New Product Alert Homescan Shopper Optimizer Spectra Advantage Canada LiquorTrack Spectra Category ShareCast Spectra Targeted New Customer List Publisher ACNielsen Editor Mark Chesney Contributing Writers Todd Hale, Senior Vice President Consumer Insights, ACNielsen Chris Hammer Senior Product Manager U.S. Marketing John Skolnicki Associate Client Director Client Service Sangeeta Gupta Subhransu Rout Seemeen Khan ACNielsen ORG-MARG Steve Kapinus, Director Spectra Business Development Design & Layout Blue Lemon Design Editorial Board Joe Bucherer Josie Cirasella Laurel A. Kennedy Marketing/Communications Kathy Mancini Renee O’Malley Danell O’Neill Slack Barshinger & Partners Copyright © 2005 ACNielsen. Printed in USA. All rights reserved. ACNielsen, ACNielsen with globe design, ACNielsen Answers, ACNielsen Retail ACView, ACNielsen LabelTrends, Answers Interactive, CBP, Consumer Direct, DecisionSMART, Homescan, RDH and Scantrack are trademarks or registered trademarks of ACNielsen (US), Inc. Spectra, the Spectra logo, Spectra HispanIQ, Spectra InfiNet, Consumer 360 and the Consumer 360 logo are trademarks or registered trademarks of Spectra Marketing Systems, Inc. TDLinx and the TDLinx logo are trademarks or registered trademarks of Trade Dimensions International, Inc. Other brand, product or service names are trademarks or registered trademarks of their respective companies. 6 Spring 2005, Volume 7, No. 1 6 Winning Retail Strategies Start with High Value Consumers High value consumers no longer declare allegiance to a single channel for life. The battle for these sought-after shoppers is difficult. Like any good battle plan, success relies on the quality of field intelligence and the ability to deploy assets for maximum impact. The Food Marketing Institute (FMI), along with ACNielsen, conducted a10 landmark research study of U.S. households and how they shop for food. 10 Ethnic Marketing by the Numbers: Integrating Diverse Data Can Reveal New Opportunities The ethnic makeup of the U.S. grows by about 2.5 million people each year. Today, Hispanics and African-Americans comprise more than a quarter of the total U.S. population. With this demographic shift comes greater economic clout for minori- ties. Manufacturers of consumer packaged goods must increasingly appeal to minority groups and reflect their cultural preferences to succeed. 14 14 3 Jack-in-the-Tiffin-Box: Unconventional Paths to | Consumer Insight | Spring 2005 New Product Idea Development To grow, many companies today focus on new product development. Under the best of circumstances, product innovation is a challenging activity. The challenge grows when the targeted consumer is a child. How, then, can companies gather informa- tion to guide product development efforts, especially as they relate to children? In a recent effort, ACNielsen ORG-MARG researchers addressed this issue using an innovative approach to gather credible, useful data.18 18 Winning the Case for Better Distribution: Optimizing Distribution for Mid- to Small-Sized Manufacturers Everyone knows the best packaging, best quality of food, and best advertising campaign gets you nowhere without distribution. With competition fierce on retail shelves, small manufacturers need insights that can help prove why they should be there. By gaining distribution in key retailers, the payoff can be huge. 22 22 Canada’s Aging Boomers: A Golden Opportunity They aren’t babies anymore. The brash, postwar generation that once lived by the anthem “I hope I die before I get old” is getting old, and is still the most influential consumer group in Canada. These baby boomers will continue to set purchasing ...