Saturday Shopper Spotlight:

After working in retail for years, from merchandising Coca-Cola displays to assessing Walmart's replenishment, I've come to the conclusion that customers purchase experiences rather than just goods.

Every choice we make in the retail industry, including inventory flow, signage, and product placement, conveys a message. It either pushes the customer away or invites them in.

I've had the good fortune to work with companies in both large and small markets, including Campbell's, General Mills, Hershey, Walmart, ShopRite, Weis, and Redners. What's the one thing that all of them have in common? When you know why you are making each purchase, you will succeed.

• The customer stops in front of that display, but why?

• What makes them choose one brand over another?

• Why do they return to this store—or not?

Moving goods isn't the only aspect of retail. Moving people and establishing a setting that makes sense, feels right, and fosters trust are the main goals.

Let's continue the discussion: What recent trends in consumer behavior are you observing that are changing the rules?

#RetailStrategy #ShopperInsights #MerchandisingMatters #CustomerExperience #GroceryRetail #FieldExecution