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Retailers seek insights-driven trading partners: Kantar

Retailers seek insights-driven trading partners: Kantar

Retailers are looking for manufacturers to come to the table with ideas grounded in shopper insights and the readiness to co-create customized programs and innovations, show the findings of Kantar Retail’s 2014 Category Leadership Study, which benchmarks the strategic role and importance of category leadership from the retailer and manufacturer perspective. The survey is based on input from over 450 retailers and manufacturers.


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Since Kantar’s last report, published three years ago, the industry has seen a 121% growth in the shopper insights function, most notably in the retailers’ marketing expertise. In fact, the study highlights shopper insight ownership and thought leadership as areas where the balance has shifted positively in retailers’ favor.

The study suggests that trading partners interested in successful category leadership:

  • Understand consumer wants, discover shopper insights and build category growth to drive opportunities.
  • Guide the way to a better shopper experience, supported by actionable shopper insights.
  • Think long term about driving future growth, by setting a vision for the category, as well as a plan to activate against the vision in the near and long term.
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