Gama spoke to Julia Stamberger, Founder, Spinning Wheel Brands.
What have been the biggest impacts of the health and economic crisis on the consumer goods industry, and how best should brands respond?
“Consumers are no longer discovering new products and brands in-store, as demos and most trade promotions have been suspended, and when they enter stores, customers are quickly shopping their list and leaving, not browsing the aisles. That discovery behaviour has moved online, where customers are now more willing to engage with food brands and buy / sample / try food through online sources, both through marketplaces and directly from the brands themselves.
This is also where brands now need to focus their marketing to drive awareness and make it onto their customer’s list before they enter the grocery store, effectively driving traffic to the store rather than meeting customers for the first time at the shelf”.
Read the full interview in the next issue of Gama News.