Providing on the ground insights from retailer-led events and brand-specific campaigns, to sales promotions and experiential activity.
This month, we delved deeper into the world of convenience retail where Co-op were stealing the show among the stores we reviewed, with a variety of event-based comms, complemented by their loyalty scheme.
The convenience channel provided us with a far more mission-based comms than we see in the grocery multiples; with ‘meal for tonight’ and ‘lunch deals’ featuring prominently. There was a stronger emphasis on community and locality, as we’d expect from the channel.
In the grocery multiples, the swift transition from Valentine’s Day to Mother’s Day and Ramadan was evident. This year saw a big increase in space allocated to Ramadan across all the major multiples, in comparison to previous years. Of course, no January is complete without the obligatory Aldi & Lidl price match battles and the enduring value emphasis featuring heavily throughout their non-event retailer communications.
All major grocers appear to have raised the game in terms of brand-led theatre within stores. Morrisons and Asda, who had been lagging behind their competitors, loosened the shackles of constraint. Is this surge in innovation a passing fad or a sustained evolution?
We eagerly await the answer…
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