Marketers are recognizing the need to take consumer understanding one step further -- not only looking at consumer segments and micro-markets but further dividing their shopping behavior into “trip missions.”
Extensive research into trip missions has revealed that trip missions have a dramatic impact on where consumers shop and what they buy. Insights from this research empower CPG manufacturers and retailers to create the assortment, placement and promotion plans that drive growth through increased share of specific trip missions and/or basket growth within a trip type.
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