Stop disrupting shoppers

  About 45 per cent of shoppers will purchase the same thing they bought last time around. Yet the focus of most category managers and shopper marketers is on interruption and disruption. While this seems logical, it is in fact deceptive and causes frustration. In the world of product buying, visual representations of a store’s products (planograms) aim to influence shopper decisions. Our 20 years of observing shopper behaviour at TNS shows the purchase process has everything to do

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