GLOCAL Shopper’s Perspective: Global Understanding with Local Implementation
To address shoppers in a targeted manner, it is important to know the attitudes and shopping behavior of our consumers. This behavior segmentation makes shopper clusters distinctive and allows precise targeting in terms of assortment, promotion & information steering. For this reason, Henkel – as global player – carried out a ground breaking international study to identify transnational shopper requirements, whereas local purchasing behavior is respected. The study reveals substantial insights on how to address different types of shoppers in different sales channels specifically.
What are the shoppers in Bulgaria? Are they different from the shoppers in other European countries and in what respect? What are their requirements to retailers? Do they plan their purchases and what influences their purchasing decision at the point of sale?These are just few of the questions to which the study gives clear answers.
.