Placing the Consumer at the Center

Well, here we are, in the thick of the holiday selling season after a challenging year. January (and the planning that comes with it) is just around the corner. As we adjust to the “new normal,” information about consumers’ seasonal habits is more important than ever.

Last month we spoke about a new alliance with The Association for Retail and Consumer Professionals (ARC). Our objective is to share some major tenets of a concept that traditional CPG retailers have used for years – Category Management. Essentially, the principle is to tailor assortment and space allocation throughout the three-tier system to the local consumer market. We are providing this ARC article to introduce you to a potential game changer:

ARC Advisors Sound Off: Why I Love Category Management

What fuels this process is the Consumer, as they are the center of what we do. So let’s turn our hand-wringing to Curiosity about where those opportunities reside. Engage your partners on the quest.

We at Beverage Universe will be with you every step of the way. Below you’ll find a presentation from a past Beverage Alcohol Retailers Conference on how to use consumer data in your decision making, as well as a link to a brief survey.

Please enjoy all the articles in this month’s issue, and please participate in our survey. We’ll report on the results in January’s edition of Beverage Universe. Happy Holidays and do not hesitate to drop me a line at mminor@epgspecialityinformation.com with anything on your mind.

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