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As a Category Captain of the in-store bakery products of a leading club store, a food manufacturer wanted to help the club store identify strategies and tactics to grow the bakery section overall. To accomplish this, the manufacturer wanted to develop an integrated understanding of all in-store bakery products, by understanding different purchase occasions


A two-phase study was conducted to identify and understand segments of bakery shoppers - including a quantitative occasion-based segmentation study, followed by in-depth one-on-one interviews with target segments. Armed with the in-depth category knowledge and a deep understanding of bakery purchase segments, the food manufacturer was able to help the club store create marketing tactics to reach specific types of shoppers.

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