The COVID-19 pandemic has fundamentally changed consumer behavior and digital commerce. Retailers and CPG companies have had to adapt to an unprecedented buying landscape with low foot traffic and the suspension of in-store sampling practices. As a result, CPG companies must focus on the surge in online shopping and alternative purchase channels, such as curbside pickup. The pandemic has forced fresh tactics in shopper marketing, with previously popular approaches like in-store events and sampling/demos on hold. To survive and thrive in the new normal, CPG companies must bridge the gap between traditional brick-and-mortar shopping and digital channel experiences. They should leverage their procurement and supply chain functions to develop virtual retail experiences and direct spend toward digital sampling. Product sampling is one of the most effective marketing tactics to drive sales and brand awareness, and it is a win-win for both consumers and brands.
