Hard-hit retailers are considering the best ways to pivot during this turbulent time. Many traditional specialty and event-based marketing communications have been muted, redirected or downright cancelled. CMOs are erring on the side of caution with reduced promotional activity to avoid inadvertently appearing tone-deaf or insensitively lighthearted.
Although digital has been a significant part of shopper marketing for a few years now, connecting with customers digitally on an individual, one-to-one level has been a challenge for the industry. Why? Because most of the data comes in the form of "audiences" and "segments," not individual journeys.