“The frequency of shop has increased, but basket spend has decreased. So how do we make our brands stand out more?”

It’s a conundrum being faced by just about every FMCG brand and finding the right solution is top of many marketers’ minds.

In this episode of The Persuasion Game podcast, we’re turning to Sarah Dossett, European Portfolio Director at Mars, to see if we can find some answers.

Sarah has years of experience working with brands such as Mars, Danone and Britvic, alongside retailers to win over shoppers.

We discuss the impact of a changing shopper landscape, how the brand-retailer relationship is evolving, and why it’s increasingly crucial to build authentic emotional engagement with your brand.

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This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(04:22) Challenges and Strategies in Shopper Marketing

(11:36) The Importance of Emotional Engagement

(14:58) Category Management and Seasonal Strategies

(22:02) Brand Experiences and Personalisation