There are six rules to follow in order to understand and anticipate the retail dynamics of our new world.
Combine OOH and in-home performance for food and drinks, to define the right strategy.
Split your ecommerce strategy and track bricks and mortar, pure players and D2C performance.
Track omnichannel performance beyond hyper- and supermarkets. 82% of growth in 2019 was outside these channels, and its accelerating.
Measure category evolution in line with changing shopper behaviours, splitting inflation, downtrading, store and brand or private label choices.
Start looking into food home delivery as a new channel to capitalise on.
Do not forget the new targets on the rise. They are not millennials, metropolitan, nor the wealthiest. They are the rural, the old and the unemployed.
