trends

The word insight is one of the most misused and misunderstood terms in marketing, but it’s also one of the most important. Insights are the key to success for brands and retailers in the long term. The more deeply you understand the emotional drivers of your shoppers’ behaviors, the more successful you will become. But first, you must understand the difference between a “generalization” and an “insight.”

The history of technological advancement shows that once we experience progress, we never like returning to the status quo. One of my favorite examples of this is a significant western states convenience retailer that began reviewing sales margins by item multiple times per day.