Promotional expenditure accounts for a sizeable 20 per cent of costs in the grocery value chain. Despite much hype, most of this spend remains untouched by digital technology, especially the widespread use of storewide promotions funded by FMCG brands. However, recent events indicate we are at the beginning of a transformation, as retailers shift to communicating with consumers through their own digital channels, at the expense of both traditional media, such as TV, and third-party digital chann
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