Bringing occasions instore

From healthy lunch ideas through to the dwindling honeybee population, brands and retailers globally are driving the occasion based marketing trend. Defined as offering “solutions to occasion based needs”, this growing practice sells products to shoppers based on their consumption or socially oriented requirements. “Going to a party is an occasion,” says Norrelle Goldring, head of shopper insight and retail strategy at global research datahouse, GfK. “So is having p

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