Changing the Thinking around Center Store
Over the last 20 years the retail industry has consistently innovated to drive sales, creating new store formats, new services and new ways to communicate with consumers. With a greater focus on the Perimeter of the store (deli, bakery, meat and seafood, produce, prepared meals, etc.), few innovations have targeted Center Store, leaving it vulnerable to value retail players.
Finding the ideal balance begins with a strong focus on true shopper demand and leveraging the total store—not category by category or Center Store versus Perimeter. A new model for winning trips and driving shopper loyalty focuses on what Nielsen calls the demand landscape. This requires an understanding of true shopper demand or, simply put, how shoppers plan their shopping missions based on need.