CPGmatters: Sara Lee Drives Brand Growth By Leveraging Shopper Insights


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Three simple, time-proven ideas.

1) Stay in touch with your customers. Their tastes and preferences change. Sara Lee’s revelation is just proof that many brands today are underutilizing one of the most important marketing tools out there: customer feedback.

2) Understand the segments you belong to, and what appeals to each. Brands need to identify where they have segment leadership along with the triggers of what makes their customers advocates.

3) Stay relevant. In a world of growing influence of the Y Generation, your brand can’t rest on its laurels. It might be prudent to re-strategize and take a look at who actually is engaging with your product and brand, who isn’t–and why.

Republished with author's permission from original post.

Dr. Gary Edwards
Gary is the Executive VP, Client Services at Empathica where he is involved in solving business challenges with research and technology solutions. For over 15 years, Gary led worldwide and domestic research projects to assist with program development, implementation and follow-up with clients in the retail industry. To read more of Gary's posts on RetailWire, please click here.


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