New Report Reveals Grocery-Retail Insights from Mars Wrigley, Mondelez, Unilever and More
Marketing leaders share trends and tips for a post-pandemic landscape.
We asked the experts to weigh in on:
- The Current Landscape: What does grocery-retail look like today and how might it change in the future?
- Learnings from Marketers: What trends and takeaways have marketers seen that are impacting go-to-market strategies?
- Insights and Recommendations: How can advertisers and retailers turn these insights into actionable strategies?
From the early pandemic days of product shortages and empty grocery shelves to the surge in eCommerce and heightened consumer privacy concerns, the way that people shop has evolved rapidly over the past year and a half.
Our new report shares expert testimonies from partners like Mars Wrigley, Unilever, Mondelez and SupermarketGuru as well as marketers at Quotient on what it means to work in the grocery-retail space during, and after, COVID-19. Download the full report below, and keep reading for more details.
COVID Drives Sweeping Changes Across Categories
As we move into the next phase of the pandemic, marketers are taking stock of which trends have remained relevant and how things might continue to change moving forward. One thing that everyone seemed to agree on—regardless of their product category or advertising channel specialty—is today's grocery-retail landscape looks different than it did in early 2020.
Other common themes emerged in our conversations, including the acceleration of eCommerce, the importance of data-backed personalization and how advertisers and retailers can leverage omnichannel strategies. In her interview, Tracy McElligott, a Shopper Marketing Manager at Mars Wrigley Confectionery, spoke about current areas of opportunity for brands and what tactics her team is using to ensure cohesive brand messaging across a variety of omnichannel campaigns.
“Driving impulse online is one of the biggest opportunities for the confectionery category.”
Overall, 2020 was a year of unexpected challenges for many in the grocery-retail space. COVID-19 pushed advertisers and retailers to come up with new and creative ways of connecting with consumers to deliver critical grocery products during times of need and uncertainty. Our hope with this report is to distill our collective learnings into an easy-to-digest resource for future campaign planning.
Click the link below to download the full report, and contact us at general@quotient.com to learn more about Quotient's approach to data-informed marketing in a post-COVID landscape.
