One interesting sector when it comes to shifting shopping habits is FMCG. Food and drink brands are not always the most digitally savvy – often because they don’t feel that they need to be. When it comes to groceries, we’re still very much a nation of in-store shoppers; point-of-sale tactics combined with above the line mass awareness is shown to be effective. But brands in this sector need to be prepared – while growth in online grocery shopping is slower than most sectors, it is happening.
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