In today’s data driven retail, one factor is often overlooked: The shopper. That person that is responsible for the wages of all retail professionals at the end of the day.
We were asked by CSM Bakery Solutions to create and facilitate a half-day workshop as a means of introducing the UK Category team to shopper psychology and neuroscience.
Facts:
- UK retail sector worth £400bn in 2018
- Last year 87% of Retail sales came from Bricks & Mortar
- 39% of all retail sales in the UK were from food shops
CSM Bakery Solutions is an international leader in the baking industry, producing one of the industry’s broadest ranges of products for customers in more than 100 countries. The Company serves retail and foodservice markets as well as artisan and industrial bakeries with a broad range of products and solutions.
As a leading private label supplier to many UK food retailers, CSM Bakery Solutions is dedicated to helping them grow their businesses. As part of this, they provide a wealth of industry expertise and superior market intelligence.
CSM Bakery Solutions wanted to further add value to their retail customer partnerships by becoming a recognised source of expertise around the subject of shopper and consumer psychology.
This is where Adcock Solutions were able to help.
Primary CSM Bakery Solutions Ltd Goal
Empower the team to incorporate shopper insights and understanding into their day to day proposals and conversations with customers
Goals
- Equip Category Managers with category relevant, tangible bite site insights into the science of shopping
- Provide them with the tools to start to which incorporate shopper into day to day proposals and conversations.
- Illustrate why data only gets you so far and tell you what has happened, shopper understanding is about the why etc.
- Make sure that Category Managers leave the session with the shopper front of mind
Results
- There was positive feedback from all involved
- The team genuinely embraced shopper and the opportunities shopper psychology can offer
- Shopper is certainly now more front of mind within CSM Bakery Solutions Ltd
- CSM Bakery Solutions Ltd is now in a position to share real shopper science with buyers when crafting merchandising and category stories
The in-store bakery category CSM Bakery Solutions is famous for is one of those rare categories that FMCG shoppers are genuinely tempted towards, despite too many supermarkets and C-stores presenting the products in such a bland and uninspiring way.
Adcock solutions has helped CSM Bakery Solutions Ltd to think of their category as shoppers do. As a direct result, they are now able to make in-store Bakery better for shoppers, better for their retail customers and better for their business.
