In October of this year,
Posted: Wed Apr 23, 2025 4:10 am
ShareTweetogether with the Union of Food Enterprises of Kazakhstan (SPPK) and the consulting company BT Assessment and Consulting, we held the Retail Forum “Retail in the Big City”.
We decided to create a platform where retailers and manufacturers could meet and discuss issues of cooperation. After all, both sides are extremely interested in their ultimate client - the Buyer.
BRIF Research Group gave a presentation on “Improving
the Efficiency of Retail Presence with Research. International Practice and RetailMetrics/ BRIF Experience” . Here is a summary of my presentation:
Retail is a meeting place for the buyer and the chile cell phone number listchile cell phone number list manufacturer, money and goods. In addition, it is a place where many competitors clash. Manufacturers know very well from their own experience how difficult it is to get onto store shelves and
take a worthy place there.
In the half hour that the average shopper spends in a supermarket, he passes by rows with 15,000 products, packages, SKUs. And he chooses only 10-12 products.
In such conditions, a competent manufacturer tries to use all the possibilities and tools for the most effective presence on the network. Research is in the arsenal of such tools and is actively used in international practice.
We have identified 3 areas where a manufacturer can improve its efficiency through research:
1) Merchandising – organization of the space where the buyer comes into contact with the product
2) The staff of the retail outlet , primarily the salespeople and consultants
3) Buyers . The main target audience of both the manufacturer and retailers.
We decided to create a platform where retailers and manufacturers could meet and discuss issues of cooperation. After all, both sides are extremely interested in their ultimate client - the Buyer.
BRIF Research Group gave a presentation on “Improving
the Efficiency of Retail Presence with Research. International Practice and RetailMetrics/ BRIF Experience” . Here is a summary of my presentation:
Retail is a meeting place for the buyer and the chile cell phone number listchile cell phone number list manufacturer, money and goods. In addition, it is a place where many competitors clash. Manufacturers know very well from their own experience how difficult it is to get onto store shelves and
take a worthy place there.
In the half hour that the average shopper spends in a supermarket, he passes by rows with 15,000 products, packages, SKUs. And he chooses only 10-12 products.
In such conditions, a competent manufacturer tries to use all the possibilities and tools for the most effective presence on the network. Research is in the arsenal of such tools and is actively used in international practice.
We have identified 3 areas where a manufacturer can improve its efficiency through research:
1) Merchandising – organization of the space where the buyer comes into contact with the product
2) The staff of the retail outlet , primarily the salespeople and consultants
3) Buyers . The main target audience of both the manufacturer and retailers.