India Retail News

Brand marketers are generally accustomed to letting data-driven consumer insight inform decision-making. They're used to creating brand affinity with consumers. And, in the past, a sales-driven initiative was often executed through trade and discount promotion tactics. Today, brand marketers must apply data and develop insights about their brand's shoppers. These include insights into their transition from consumer to shopper mindset; shopper mission and media behaviors; and how behavior changes when they shop a particular category or brand at different channels or retailers.