個案總覽

A new analysis of the pandemic's effect on in-person shopping behaviors has resulted in an actionable framework to help brand owners and retailers understand and address the consumer needs and preferences of five retail customer segments. The authors suggest actions that retailers can take to better target each segment, whether the goal is to recapture former customers or retain new ones gained during the pandemic.

COVID-19 has quickly disrupted how companies market their brands to consumers and the way customers shop for products. The current environment offers an unprecedented opportunity for smaller and midtier brands to compete against their more established rivals for exposure, mindshare, product trials, and market share with a new and broader base of potential customers.