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The emergence of white space formats

The emergence of white space formats

More than a decade ago the Coca-Cola Retailing Research Council published a whitepaper titled “The World According to Shoppers.” In the paper the council uncovered nine “shopper-need” states.

  1. Care for Family
  2. Smart Budget Shopping
  3. Efficient Stock-Up
  4. Discovery
  5. Bargain Hunting
  6. Specific Item
  7. Reluctance
  8. Grab and Go
  9. Immediate Consumption

These shopper-need states fueled the cre

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