From leaning in to retail media networks to creating third-party marketplaces, even established retailers that have entrenched business models have made bold moves this year, according to Ahold Delhaize's Mark Williamson, who says partnership is the recipe for success in these endeavors.
Path to Purchase Institute's annual analysis of the e-commerce-related marketing, merchandising and advertising opportunities available to brand marketers through the activities of 16 leading retailers.
Just before the COVID-19 pandemic hit the U.S., Mountain Dew introduced a mobile game exclusively at Ahold Delhaize’s Food Lion stores while activating its sponsorship of the NBA’s three-point contest during All-Star Weekend.
Visits to most top retailers in the U.S. continued to drop in the second quarter of 2020, building on a sweeping decline in trip frequency that began the prior quarter as the COVID-19 pandemic kept shoppers at home. Yet there were some bright spots.
Major CPGs are beginning to invest in competitive gaming, employing tactics they’ve historically used with sponsorships of major sporting organizations like the National Basketball Association and Major League Soccer.
When the coronavirus pandemic took hold in March, brands and retailers had to react, first to keep people safe, and then also to determine a way of still doing business. We present a sampling of the activity.