When considering new launches, the role that advertising plays is consistent: Advertising drives awareness; awareness drives trial; and trial drives volume. It makes sense therefore, that when compared to existing products, new products are more reliant on advertising support to grow.
On Monday, 23 March, in an unprecedented broadcast to the nation, Prime Minister Boris Johnson announced that all U.K. residents must stay at home to protect the NHS (National Health Service) amid the growing threat of COVID-19.
As we’ve seen in other markets, the rush to prepare for quarantined living in the U.K. amid the novel coronavirus (COVID-19) pandemic led to massive grocery sales over the four weeks leading to the country’s restricted living state.
Staying put is what’s best for reducing the spread of the COVID-19, but home bound consumers are having an immediate impact on brands. Marketers now have to reduce spending while continuing to engage buyers. How can businesses support their brands and make money in such uncharted waters?
Brick-and-mortar retail may be readying for a resurgence. And somewhat ironically, a handful of digital brands are leading the charge.
Challenges arising from the spread of the new coronavirus (COVID-19) are likely to accelerate the use of existing and new technologies and tools as consumers go into lockdowns, millions are forced to work from home and digital connectivity takes even more of a hold on everyday habits.
U.K. is following in the footsteps of many other countries including China, the U.S. and Italy, where Nielsen research found significant spikes in the hoarding of emergency and essential supplies as consumers rush to build “pandemic pantries.”
U.K. supermarkets experienced a tough year in 2019—last year’s Christmas period showed the lowest growth since 2014. But in the last four weeks, it looks like there may just be a light at the end of the tunnel for retailers and manufacturers.
On average, 91% of European women say they have shared or primary responsibility for daily shopping, household chores and food prep. In the U.K., 66% have a female as head of household, and all of this amounts to additional demands each week, less time to meet them and even less time available for...
The data generated by our day-to-day activities can help brands and marketers understand consumer needs and drive growth for their businesses. But first, they need to make sense of all the data.