COVID dramatically altered the retail landscape, accelerating existing trends like the growth of e-commerce and other omnichannel shopping experiences (click and collect) in addition to more brands going direct to consumers. Brand loyalty was also up for grabs, as during the pandemic, 78% of consumers tried new brands, places to shop, or methods of shopping.

 Even with the optimism for 2021 and beyond (retail sales are expected to grow 9% this year), finding ways to connect more deeply with customers has become imperative, whether that is through tapping into important moments (such as the holidays or back to school), audiences (such as families), or insights (using media and marketing to respond to consumers’ emotional and functional needs).