As middle-of-the-road grocery retail continues to get squeezed, reaching consumers before they make decisions becomes critical. In this Fresh Pulse episode, Jonna Parker, team lead, Circana’s Fresh Foods Group, and Anne-Marie Roerink, president of 210 Analytics, share strategies retailers can use to highlight their points of differentiation, starting with elevating outside-the-store marketing.

• Retailers’ focus on in-store execution ignores pre-tailing, when consumers make their decisions of where to shop and what to buy, as well as post-tailing, their at-home experience with what was purchased.