Customer-Centricity

Retail Leader spoke with Precima president Brian Ross about the challenges facing today's food retailers, and how Precima's shopper-centric marketing `strategies and services can help maximize both sales and profits.

Q: What benefits does shopper-centric marketing offer to food retailers?

Precima exists as a business for one simple fact: Not all customers and all shoppers are created equal. We know from working with our clients over the last 20 years that typically, a smaller percentage of customers account for a much larger amount of a company's sales.

We can help retailers understand and identify who their most important customers are, so that they can align their value proposition around their most important customers' needs. We know that embodying and implementing a shopper-centric strategy can result in a 5 to 10 percent sustained increase in sales and profits for most organizations. That translates into literally hundreds of millions of dollars a year.