With the current Covid-19 "lockdown" situation creating a very uncertain time for many marketers, it can conversely present a unique opportunity to get things right in-store. Read our thoughts on how brands should be using the time to invest in a robust evaluation framework so that they emerge from the current crisis in fighting fit form.
The role of Shopper Marketing is often misunderstood by many marketers, with many comparing it's performance to that of more mainstream Above the Line and Digital campaigns. Our analysis of the impact of Shopper on a variety of brands has revealed that whilst such activity can't match the sheer scale of uplift generated by larger campaigns, Shopper Marketing does nonetheless play a vital role in the promotion of smaller and more emerging brands.
