Brand experience and purchase are coming closer together. That’s what Amazon Dash does. I could be standing at my washing machine when I’m out of detergent. That’s the connection to purchase occasion. It’s what Rob Norman from Group M calls “the negative one moment of truth”. Retail and supplier brands are going to need to get much better at retail activation at every point along the way. Anytime you’re in awareness mode, the brand needs to move you to activation.
 
Brian Gildenberg
Chief Knowledge Officer
Kantar Retail
Bryan.Gildenberg@kantarretail.com