Shopper marketing: Retail in recession

In the continuing uncertain global economy, FMCG brands need to be more savvy in their price promotions and find new ways to stimulate purchase.

Shopper marketing: Retail in recession

Tim EalesSymphonyIRI Group

In the continuing uncertain global economy FMCG brands need to be more savvy in their price promotions and find new ways to stimulate purchase, explains Tim Eales of SymphonyIRI.

Economic uncertainty continues to affect shopper behaviour all over Europe. Shoppers are minimising their household expenditure by shopping around more, choosing store's own brands over national brands and leveraging a growing number of promotional offers. But while a ‘pause before purchase’ mentality continues to assert itself, the price of the average consumer shopping basket is increasing as more people choose...

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