About us

More than ever shoppers are influenced by what they encounter and experience on the shop floor. The way brands and categories are presented in a shop environment is becoming a decisive factor in building category value and brand equity.

Nevertheless, stores are no longer the exclusive playground of brand manufacturers. Stores are nowadays managed by professional, international retailers that try to make the difference by a clear and relevant positioning, clear-cut retail marketing actions and efficient category management programs.

Retail Insights was founded almost 15 years ago in response to the demands of manufacturers dealing with shoppers in a changing retail environment.

We help you build shopper knowledge (via the setting up of shopper research programs) and offer expert category management and shopper marketing advice in order to fine tune your overall business focus and optimize commercial spending through successful in-store strategies. We bring your category and brand plans for the shop floor in line with shopper expectations and tailor them to both the needs and the opportunities presented by your retail partners.

With close customer contact our expert team of market researchers and consultants deliver – always with your specific business context as a starting point – actionable recommendations on how you can develop your business by using sound methodologies based on shopper and retailer insights.

In the last decade we have contributed to the success of reputable international and local sales & marketing organizations in dealing with their shoppers and retail partners in different sectors and channels.

The Retail Insights team is headed by Kristien Laureys.

Prior to founding Retail Insights in 1996, she worked for 7 years at Lu (nowadays Kraft Europe), where she held different positions in Sales & Marketing and successfully initiated category management.

Within Retail Insights she is an expert on shopper research and category management. She drove the development of the company, taking it from a small innovative niche player to a strong and ambitious shopper and category management specialist, servicing well-known international players in different sectors.