Robert Conway

This article aims to shed a light on the future of shopper marketing and brand activation as we move full steam into recovery mode. I will start by acknowledging that even before C-19, shopper marketing was changing. The classic P&G model of being able to plot a consumer buying journey had already been disrupted by digital. This meant that the consumers purchase journey had become increasingly fluid, leaving many interpretation and engagement plans generally unrealistic.

China has emerged from its lockdown slumber and into a stabilisation phase, inching back to normality one week at a time; China's experience can give us a glimpse into the future how shoppers will react once the curtain slowly starts to lift.

That being said, China is a very different place to the UK's in many ways. For example, can you imagine the UK government releasing an app that assigns us covid health codes that dictate whether we can go to work, enter cafes or shopping malls? Look at the resistance to the NHS contact tracing app here in the UK!