MARKETING ON THE SHELF EXACTLY HOW IN CONTROL ARE YOU?

In the first of our Smurfit Kappa papers, we highlight a significant opportunity being missed by brands fighting for shopper attention and market share in Europe’s highly competitive supermarkets. An opportunity estimated as a multi-million euro channel available to brand owners. Although the overwhelming majority of purchase decisions are made by shoppers in-store, brands can often fail to seize upon the powerful marketing opportunity this generates.