Applicability, availability, and audience are the keywords for the coming year.
Get close by knowing your shoppers. Stiffer competition for space in baskets and shifting category priorities mean brands need to be closer and more relevant to shoppers, through understanding their needs and the purchase drivers for the category.
On-time measurement and budget allocation. Shopping frequency is expected to recover, which means product availability in-store will be crucial to maximise each shopping trip and basket conversion.
No ‘one size fits all’ strategy. Different shopper groups are behaving differently in response to market changes, especially when it comes to the products they choose to put in their basket. Understand who your target audiences are, and how they manage their priorities, preferences, and expenditure.
