The sharp drop in footfall in US stores on Black Friday and the scale of online sales then and on Cyber Monday highlight not just the extent of the shift that is taking place in retail but also the new skills that marketers will need to succeed in coming years.

  • Two thirds (64%) of respondents to a survey for WARC’s Marketer’s Toolkit 2021 were focused on improving the online customer experience (CX) as part of the shift to e-commerce.
  • Marketers will need to rethink media plans and advertising strategy to ensure their products and services are noticed by, and engage, at-home consumers.
  • Brand-building remains crucial – strong brands have multiple benefits, including justifying a price premium in online marketplaces.

“We’re working pretty hard on making sure we can win search in e-commerce, as well as helping people understand how to use the products most effectively.” – Marc Pritchard, Chief Brand Officer, Procter & Gamble

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Sourced from WARC