The results of a Pilot project performed by Unilever and Co-op confirmed the importance of understanding consumer behavior in the shopping process and designing just the right path. Results: +8,9% average weekly sales overall, +9% average spend per customer and +9% pilot store’s gross profits. The project was a combination of vitual and "real life" shopper experience and testing.

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Internet users making food purchases online in the US use smart phones to find special offers as well as information on the products themselves. With 53% of them using smart phones for price comparisons and 44% to benefit from discounts. Twenty-eight per cent of users checked food energy values via their smart phone.

When actually in shops, consumers use their smart phones to obtain information on the products themselves. The most important piece of information is the place of origin, followed by health-related information (energy value, organic or not, etc.), where it is in the shop and then the price itself.

The same consumers also expect the retailer to provide this information.

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The retail sector employs almost 18 million people, and we can create greater economic growth, if we recognise the obstacles that the trade sector faces (Michel Barnierd).
The Slovenian Consumer Association reported that the European Commission had started a public consultation on obstacles faced by retail services on the EU internal market. The consultation will last until 10 September 2010 and the results should help define future tasks and measures in the field.

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