In planning for a “makeup renaissance” spurred by the resumption of social and professional occasions, The Estee Lauder Companies is investing in its social commerce and digital merchandising capabilities.
The use of QR codes are getting a closer look thanks to growing desire for contactless experiences, and Campbell's is leveraging them as part of a new consumer engagement tactic to modernize its brand.
It’s becoming clear that digital marketing efforts outside retail media networks need to be considered, and consumer goods brands should incorporate complementary strategies to maximize results.
As more retail-owned brands fill up shelf space, independent CPG brands face increasingly challenging odds. The re-emergence of QR codes offers a solution to help brands even the playing field.
While shortages may not actually be likely, consumer fears about them nonetheless may prompt some to purchase their stashes early instead of waiting until the last minute.
