{"id":26637,"date":"2018-05-29T11:57:10","date_gmt":"2018-05-29T11:57:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/comment-tirer-le-maximum-dune-etude-shopper-selon-mccain\/"},"modified":"2018-05-29T11:57:10","modified_gmt":"2018-05-29T11:57:10","slug":"comment-tirer-le-maximum-dune-etude-shopper-selon-mccain","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/comment-tirer-le-maximum-dune-etude-shopper-selon-mccain\/","title":{"rendered":"Hoe McCain meer haalt uit shopperonderzoek"},"content":{"rendered":"<p>Ook met bescheiden middelen kan shopperonderzoek verhelderende inzichten opleveren voor trademarketeers. Het komt erop aan de juiste vragen te stellen en keuzes te maken, vertelt Katrin Sano van <strong>McCain Foods<\/strong>.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Het grotere plaatje<\/h2>\n<p>De specialist in diepvries aardappelproducten zet sinds 2016 sterker in op category management, om de categorie te doen groeien en zich als leverancier te differenti\u00ebren. Katrin Sano is verantwoordelijk voor de category management aanpak in Belgi\u00eb. \u201cWe gaan meestal als tandem naar de klant: de keyaccountmanager en ik.\u201d Onderzoek is onontbeerlijk om retailers te adviseren, en ook met een bescheiden middelen kan je veel bereiken, ondervindt ze, als je maar de juiste vragen stelt. \u201cWe kopen nu andere data in dan vier jaar geleden. Vroeger zat marketing alleen aan het stuur, tegenwoordig denken we als ge\u00efntegreerd team samen goed na over welke inzichten we nodig hebben. Welke data wil marketing gebruiken, en met welke informatie kunnen we onze handelspartners helpen? Daarbij blijft het belangrijk en van heel grote waarde om te luisteren naar de markt: we leren veel van onze collega\u2019s uit foodservice die de laatste trends oppikken, en ook uit gesprekken met consumenten en winkeleigenaars.\u201d<br \/>\n\u00a0<\/p>\n<p>Voor McCain telt het grotere plaatje: \u201cHoe kunnen we waarde en groei cre\u00ebren? We willen de Belgische consument inspireren om diepgevroren aardappelproducten bij meer gelegenheden op tafel te zetten.\u201d Het klassieke \u2018friet-moment\u2019 speelt zich bij de meeste gezinnen af in het weekend, zo blijkt uit shopperonderzoek, maar McCain heeft een heleboel producten die een snelle, lekkere en ook gezonde oplossing bieden als onderdeel van de doordeweekse maaltijd: denk aan puree bij vis en groenten. McCain zet dan ook in op bereidingen waarvoor mensen de friteuse niet noodzakelijk hoeven boven te halen: de oven bijvoorbeeld, een makkelijke en gezonde oplossing. Diepvries is duurzaam bovendien, want de producten zijn portioneerbaar zodat je voedselverlies kan vermijden.<\/p>\n<p>\u00a0<\/p>\n<h2>Geplande aankoop<\/h2>\n<p>Aan uitdagingen geen gebrek. De diepvriesafdeling bevindt zich doorgaans achteraan in de supermarkt. De aankoop is meestal gepland, de producten staan op het boodschappenlijstje, maar het rayon is niet altijd makkelijk leesbaar. Om mensen te kunnen inspireren tot variatie met diepvries is het essentieel om het juiste assortiment in de kijker te plaatsen in het diepvriesmeubel. \u201cUit onze tests blijkt dat de verkoop stijgt als je het rayon actief onderhoudt. Onze taak is het om mensen die in de supermarkt komen, meer diepvries aardappelproducten te doen kopen. Als we shoppers kunnen verleiden tot \u00e9\u00e9n extra aankoop per jaar, dan zou de categorie al met 4% groeien.\u201d<br \/>\n\u00a0<\/p>\n<p>Op 12 juni vertelt Katrin Sano meer over de rol van shopperonderzoek in een effici\u00ebnte category management aanpak, en over de manier waarop McCain Foods de diepvriescategorie doet groeien. Dat doet ze tijdens het <strong>Trade &amp; Shopper Marketing Congress<\/strong> van RetailDetail en LD&amp;Co, dat plaatsvindt in Living Tomorrow in Vilvoorde. Thema van het congres is \u201c<em>Winning at the Moment of Purchase<\/em>\u201d. Wil jij ook winnen op het moment van de waarheid? Bekijk dan hier meer <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">informatie over het programma en bestel snel je tickets<\/a>. Op dit unieke kennis- en netwerkevent voor trade en shopper marketeers mag je niet ontbreken.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ook met bescheiden middelen kan shopperonderzoek verhelderende inzichten opleveren voor trademarketeers. Het komt erop aan de juiste vragen te stellen en keuzes te maken, vertelt Katrin Sano van McCain Foods. \u00a0 Het grotere plaatje De specialist in diepvries aardappelproducten zet sinds 2016 sterker in op category management, om de categorie te doen groeien en zich [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26635,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-26637","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hoe McCain meer haalt uit shopperonderzoek - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Ook met bescheiden middelen kan shopperonderzoek verhelderende inzichten opleveren voor trademarketeers. Het komt erop aan de juiste vragen te stellen en keuzes te maken, vertelt Katrin Sano van McCain Foods.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/comment-tirer-le-maximum-dune-etude-shopper-selon-mccain\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hoe McCain meer haalt uit shopperonderzoek - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Ook met bescheiden middelen kan shopperonderzoek verhelderende inzichten opleveren voor trademarketeers. 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