Lynne McKay, GM Retail Activation, was asked to comment on which marketing channels were performing the strongest for Retail Safari’s FMCG clients.
In this article, Lynne confirms that consumer trialling continues to be one of the strongest channels that increases both purchase intent and conversion rates. However – she states – that not all trialling campaigns equal success and urges a word of caution: if brands miss out on fully articulating their product benefits and versatility, then they will end up with an under performing channel that doesn’t meet their needs. Product education is fundamental to trialling success and involves more than just expounding a few key benefits about brands: it’s about deep knowledge that informs the consumer on how the products meet their potential lifestyle needs.
Read more at Woolworths empower heads challenges for S&D companies
