As mentioned by Jon Moeller from P&G (Investor meeting, April 17, 2020), this crisis is a major reset opportunity for many brands and retailers to reconnect with their end customers and gain new ones. Consumers have had to cope with new shopping requirements, new retail environments, new channels. They reacted with new behaviours, trying new products and references, looking for reassurance and quality, changing their perceptions on several brands and their preference structures on many others. This can be a tremendous opportunity for brands to remind consumers of their choices and rebuild Customer LifeTime Value while leveraging the plunge in digital ad prices (Numberly Insights, April 20, 2020).
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