As economic conditions fluctuate across Canada and the U.S., retail, and Consumer Packaged Goods (CPG) brands are continually adjusting strategies to meet evolving consumer behaviours. Factors such as inflation, higher interest rates, and sustainability are impacting both of these North American markets. Although both countries share similar challenges, consumer responses vary, necessitating nuanced marketing and creative production strategies.
At the heart of these strategies is shopper marketing, which blends the science of customer data and shopper behaviour insights with the art of creating digital and physical touchpoints. This approach engages consumers across online and offline channels, converting brand experiences into purchases—a crucial method as brands navigate shifting consumer priorities and expectations.