FMCG Small Issues do Matter

Cast your mind back to the amazing summer of 2012, when London hosted the Olympics. One of the most successful teams at the event was our cycling crew who showed the sporting world, through their marginal gains policy, that it is the small things that count.

This is equally true of the relationships that shoppers have with the retailers and brands that they buy from, because trust issues are not only born of the one big event that shatters illusions, they can also emerge from frequent, possibly trivial looking disappointments. In our own recent shopper trends research we identified a range of small irritations that may seem relatively harmless in isolation, but create real frustration and annoyance among shoppers.