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This chapter is from the book

Summary

REAP provides a formal process for translating research into an action plan that delivers sustainable results. The focus on the shopper needs and state of mind throughout the process provides a clear path to the achievement of shopper intimacy. The key elements of a successful REAP implementation are

  • Definition of shopper needs
  • Use of data analyses to establish targets
  • Translation of shopper need by target group into strategy and action plans
  • Full involvement of all retail marketing participants
  • Continuous feedback and analyses to enhance future programs
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