Even as the effects of the pandemic subside, many grocery retailers are still tempted to halt or cut back on marketing. At some level, the rationale behind that impulse is understandable. At the beginning of 2022, continuing supply chain challenges, harsh winter storms, and a surge of omicron infections translated into empty grocery store shelves.

Unfortunately, though, companies that pulled advertising are now beginning to see a decline in sales. Even more worrying is the possibility that non-engaged customers without a good reason to visit a store may simply change their shopping habits permanently. By the end of this playbook, you will:

• Understand why the best time to market is when others stop 
• Learn how promoting private-label items can help you simultaneously meet the demands of price-conscious shoppers and avoid availability problems
• See how the right data can help you greatly improve targeting and boost your ability to deliver relevant messages