Our 25th annual survey finds plenty of industry optimism – if you don’t mind change
Trends 2021 Report
Complete coverage of our annual Trends Report is published on P2PI.org.
The Industry’s Evolution
COVID-19’s arrival in early spring sparked panic-induced pantry loading that strained supply chains and, in conjunction with the store traffic restrictions that followed, made brand promotions an afterthought at best but often an obstacle to efficient operations as well. In many cases, it temporarily brought the practice of shopper marketing to a screeching halt.
Those were short-term situations, however. For the most part, the more lasting impact of the crisis involved an acceleration of trends already taking place at a more gradual pace: consumer adoption of e-commerce across all product categories and retail channels, the shift toward digital marketing among brands and retailers, and the subsequent need to reinvent the role of brick-and-mortar stores.
So the pandemic didn’t put the brakes on shopper engagement but rather forced many organizations to put the pedal to the metal on a host of strategic initiatives that previously were part of the five-year plan. And while the expectation is that shoppers and brand spending will both swing back to physical stores to some degree, omnicommerce is clearly now the name of the game.
Survey Methodology: In late October 2020, marketing executives at U.S.-based consumer product manufacturers were emailed a questionnaire to be completed online. The names were drawn from Path to Purchase IQ magazine subscribers, Path to Purchase Institute members and others in the EnsembleIQ database, with an emphasis on people with manager, director or senior executive titles. From those emails, 156 executives submitted surveys. Each respondent was entered into a drawing for one of four $100 Amazon gift cards. The survey was administered and the data compiled by EnsembleIQ Research Solutions.
- Complete coverage of our annual Trends Report is published on P2PI.org.