Recent figures released for the UK grocery market show that the value of the average basket is £5 lower than it was a year ago. Clearly, retailers still consider price the primary tool to win back business. Problem is, they all are using price as a weapon, and the German hard discounters know best how to play this game. For all others, consider Revenue Growth Management. Shoppers are very price aware, but not for all products, and not all the time. Revenue Growth Management helps to understand where there is room for offering more convenient packs, more choice, value-add promotions and - dare we say it - increase prices. It all starts with understanding shopper trips and consumption occasion
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