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SHOPPER JOURNEYS NORM RESEARCH & CONSULTING / ISSUE 3 / SUMMER 2014 / A GLOBAL SHOPPER JOURNEY MAGAZINE EVERY DECISION MATTERS Grocery shopping in Berlin
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SHOPPER JOURNEYS NORM RESEARCH & CONSULTING / ISSUE 3 / SUMMER 2014 / A GLOBAL SHOPPER JOURNEY MAGAZINE
EVERY DECISION MATTERS
Grocery shopping in Berlin
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Bio big in Berlin
One of our German clients recently took us on a shopping trip in Berlin . By bike, we explored the latest food and grocery trends in the city, visited traditonal and innovative food stores and were given an opportunity to observe people’s shopping habits. Our conclusion? There is absolutely no escaping from organic food in Berlin! If you are interested in seeing any pictures of our trip, or would simply like more information about what we found out, please send us an email to: [email protected].
EVERY DECISION MATTERS
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In Berlin there are a number of relatively small local food stores that sell only organic food such as Dennis Biomarkt and Bio Berlin. Organic food stores…
EVERY DECISION MATTERS
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Bio Berlin is another example of an organic food store: friendly staff, fresh local produce and a wide variety of products available. …on every corner
EVERY DECISION MATTERS
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Rewe – one of the leading supermarket stores in Germany – also ensures perfect visibility of their ‘Bio’ products in-store. Rewe turning green …
EVERY DECISION MATTERS
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A perfect example of breaking the shopper routine: Only organic products merchandized in the main shopping aisle – Organic gondolas
EVERY DECISION MATTERS
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Rewe uses Shelf Ready Packaging to attract attention to its organic range, as well as to simplify navigation for shoppers. SRP lifts visibility
EVERY DECISION MATTERS
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At Kaiser’s downtown store (open 24/7), organic products are massively promoted as signpost products for all categories. Effective signposting
EVERY DECISION MATTERS
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At Kaiser’s, the chilled dairy section was completely stuffed purely with organic products, forcing people into making healthier choices … A ‘green’ chilled dairy section
EVERY DECISION MATTERS
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This organic muesli brand has been on the market in Germany for years (there are even brand ‘mymuseli stores’) but it provides such a fantastic example: There’s no doubt this pack will catch the shoppers’ eye!
My favourite muesli!
EVERY DECISION MATTERS
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Although there is no way of escaping organic food in Berlin, the vast majority of the Germans still shop at Netto at least once a week . Yet… Germans still love Netto...
EVERY DECISION MATTERS
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No fresh organic food at the entrance of this discount retailer, but great non-food deals and cheap canned food! Great deals
EVERY DECISION MATTERS
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If you would like an answer to any of these questions,
please feel free to send us an email ([email protected]) or call us.
What is the role of organic products in your category?
What are triggers and barriers when it comes to buying organic food?
What makes shoppers switch to organic products?
What is the optimal price for an organic product?
EVERY DECISION MATTERS
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