Why it matters
Brands with a strong presence in brick-and-mortar retail, and out-of-home channels such as restaurants, need to map out specific plans for navigating the fluctuations of COVID-19. This process should follow various potential scenarios depending on the projected length of the crisis and depth of the corresponding recession.
Takeaways
- The coming recession could assume an “L”, “U” or “V” shape, and marketers need to be ready for every outcome.
- Affordability will be a vital concern for many shoppers, and rolling out pack sizes and product offerings that meet this need will be important.
- Brands should be ready for...