Understanding business drivers at the point of sale: Actionable research for daily business

Karsten Kamin
European Union group, The Coca-Cola Company, Germany


Classic modern trade retailers in Germany operate with low margins in a very competitive environment. Ongoing retailer consolidation and discounter and private label growth are putting significant pressure on retailers. Internal shopper research has shown that shoppers

  • are not particularly satisfied with their shopping experience – which has a negative impact on their basket spend;

  • in many cases see no significant differences in the profiles of modern trade retailers – which has a negative impact on store loyalty;

  • and make more than 40% of purchase decisions in-store – which documents the importance of the point of purchase.