Build a winning shopper marketing strategy based on an in-depth understanding of the FMCG landscape and grocery shoppers

The FMCG retail landscape may seem like a simple world to navigate but it is almost impossible to get firsthand experience of all its nuances, so we need to acknowledge firstly that our personal experience or observations of FMCG retail aren’t necessarily representative of the whole landscape; secondly that things change rapidly in this dynamic industry.