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Navigating the retailer landscape continues to be a minefield for Index brands. Growing confidence in Amazon as a marketing platform sees Index brands boost their share of ads, but contend fiercely with indie brands that invest heavily in sponsored visibility. Likewise, local retailers proffer opportunities to reach a wider audience, but favour their private label brands. While retailers are still an effective e-commerce partner, Index brands should be more agile and seek opportunities to build brand awareness outside of retailer platforms.