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A Dollar a Day
Have we lost touch?
I recently presented and attended the Shopper Insights in Action conference in Chicago. At one of the breakouts I attended, the presenter (the head of Insights at a large food/petcare company) asked the audience how many people "shop" in the Dollar Channel (e.g., 99cent stores, Dollar Tree, Dollar General, etc.) in addition to their usual supermarkets, mass retailers, and drug stores. Only 4 people raised their hands – including the presenter and myself!
What does this mean? Well, it doesn’t mean that only 4 people in the room are cost-conscious in this era. It doesn’t mean that only 4 people in the room are the “smart ones”. It means that a lot of retailers, manufacturers, and agencies may be out-of-touch with their target!
If you don’t try to walk in the shoes of your target every once in a while, you may be missing out on some of the most inspirational insights on consumer behavior, not to mention some of the great deals on well-known and little-known brands in the Dollar channel…
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