A US food researcher wrote recently that when it comes to snacks like crisps people are looking for the product to taste great and when they see that the product has a "better-for-you" positioning, they make the assumption that the taste will have been compromised. Good taste is mostly going to have priority over better-for-you when it comes to impulse purchases. However, this will not stop manufacturers from constantly trying to produce the better-for-you product that tastes great! If taste makes the shoppers happy, then you need to focus your efforts on providing the right products. This does not mean that you ignore the shopper looking for a better-for-you treat but it does mean that in providing for them you must not forget that the essential purpose of a snack is pleasure.
“Twenty years ago I was driving boxes to the post office in my Chevy Blazer and dreaming of a forklift,” says Jeff Bezos in his most recent letter to shareholders. A blink later and he points out that the company has grown from 30,000 employees in 2010 to 230,000 now. But his ambition is the same. “We want to be a large company that’s also an invention machine. We want to combine the extraordinary customer-serving capabilities that are enabled by size with the speed of movement, nimbleness and risk-acceptance mentality that is normally associated with entrepreneurial start-ups.” Amazon is great at disruption because of its customers focus and the fact that the internet means it needs none (or very few) people between its warehouses and the shopper. The threat of Prime, its membership service, is the biggest challenge facing the UK retail market and the wholesale market by extension. It is both a direct threat and an indirect threat in that is inspiring countless numbers of othe...
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