Field Marketing: Guest Blog Activating Activation

Over the last 12 months the big four retailers have all signalled a desire to prioritise EDLP over Hi-Lo, which means promotional activity in-store is likely to fall back from the rather chaotic peak of the last few years.
For shoppers this is likely to be something of a relief, as it means less clutter to wade through or consider before making a purchase. For brand manufacturers, on the other hand, this could be less than good news if it limits the potential for brand activation in-store, or increases the likelihood of retailers selling packaged options – “if you want an FSDU you’ll also need to pay for…”