Approach
The first step was to conduct in-depth research into the shopper marketing landscape of 2020 to understand exactly how Covid-19 had influenced shopper trends, and in particular which emerging trends were here to stay. As part of this work-stream we analyzed changes in UK shoppers' behaviours, FMCGs' marketing team budgets and retailers' corporate strategies to identify four big trends in FMCG.
Following our 'looking back' phase we considered each retailer's estate, new media opportunities and what we were seeing across FMCG categories in terms of innovative execution to date in 2021.
Taken together, we worked to deliver clear recommendations to our client on where they should focus their shopper investment in the year ahead to unlock the greatest returns.