Why was the report written?

While shopper and store audit data provide the picture of what’s happening in store, this report focuses on providing data on the final consumers of products from X5 Retail Group. Therefore, this report provides a different view from both loyalty card and shopper data in order to help complete a total understanding of the consumer base and improve decision-making.

What is the current market landscape and what is changing?

Understanding the consumer audience is key and increasingly this means not just understanding the shoppers in store, but also who they are purchasing for. This broader view of who their customers are allows retailers to make more informed strategic decisions.

What are the key drivers behind recent market changes?

The effects of the global recession and the following recovery have led consumers to closely examine their choice of retailer and products purchased. While the effects have varied country by country, no retailer has been left totally untouched and this has created a need for retailers to understand who their end-consumer audience is.

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