We have a big problem: CPG brands have underinvested in shopper marketing teams.

 

These teams are charged with understanding the consumer and getting them to convert. Available options were previously constrained within the four physical walls of a retailer - endcaps, coupons, signage, discounts, and so on were the tools of the trade for influencing market share, growth, and profitability.

 

The advent of digital commerce, and particularly retail media, has created a multitude of new ways to reach the consumer, bringing with it an underappreciated new level of complexity.

 

Consider just how much has changed in the last few years:

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