Over Constant Berkhout
Constant Berkhout is a thought leader in the areas of retail marketing and shopper psychology and currently leads the agency Fusion Strategy & Retail. He obtained a Master of Science in Economics Cum Laude with a major in Marketing at the University of Groningen in the Netherlands. His curiosity and career took him across the world to live in Argentina, Belgium, the UK and the USA.
Through his own agency Fusion Strategy & Retail, Constant works with retailers and suppliers in Europe, North America, the Middle East and Asia. Most of the assignments focus on retail format development, category management strategy, data analytics and shopper marketing. Before setting up his own agency, he gained broad experience across a large number of categories, functional areas, and countries:
- At retailers De Boer Winkelbedrijven and Ahold Delhaize, Constant got acquainted with the principles of retail and category management.
- For Kraft Foods, Constant set up their trade marketing practice and worked as customer manager to large supermarket chains.
- At Gillette/Procter & Gamble, he led business restructuring in commercial and value-chain departments in several European countries. Later he was given overall responsibility for the marketing at the business-to-business division in Europe.
- At PepsiCo, he first assumed responsibility for consumer insights and innovation for Northern Europe. In his last role at PepsiCo, he was responsible for shopper insights and marketing in more than 45 countries in Europe. He set up trade marketing in Eastern European countries such as Russia. For Western European markets, he increased customer intimacy with customers such as Carrefour, Casino and Tesco. He worked closely with colleagues in North America to apply breakthrough technologies in the areas of neuro-research and data analytics.
Constant published over 100 articles about retail marketing, shopper psychology, data analytics and business transformation. He is the author of the books Retail Marketing Strategy: Delivering Shopper Delight (2016), Assortment and Merchandising Strategy: Building a Retail Plan to Improve Shopper Experience (2019 - available in English, Chinese and Portuguese) and The Retail Innovation Toolkit: 42 Category Management Tools for Growth (2021).
