Retail Leader

01 April 2014

In the face of smaller footprints, category management for consumer goods companies is increasingly taking into account shopper insights that surface not just what customers are buying, but what they're not buying, and one result, as Kurt Salmon senior manager Steve Pinder told Retail Leader, is a rise in cross-merchandising. Examples include placing vanilla wafers next to bananas to go along with a dessert recipe, or stocking salsa in the chip aisle. "Trader Joe's carries a third of the total SKUs of what a Kroger carries but still drives a pretty significant basket," he was quoted as saying.

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