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  1. 1. 1 ‒ Uncovers foundational motivations that drive shopping and consumption behavior Source: Kantar Retail analysis Next Growth Phase Requires Deeper Shopper Understanding The Value of Segmentation ‒ Creates common language across the organization ‒ Sizes the prize:  Focus on the largest opportunities  Gives permission to not try to be all things to all shoppers ‒ Helps focus decision-making when organization is at an inflection point
  2. 2. 2 Components of Digital Personality Source: Kantar Retail ShopperScape® DigitalDigital FirstFirst MindsetMindset + + OnlineOnline MotivationMotivation Tools andTools and ConnectionsConnections