Brand differentiation in the era of ecommerce

The development of ecommerce is changing the shopping habits of Germans. The shift creates opportunities for grocery retailers and sweets and snacking brands to explore omnichannel strategies to better align the brand experience across channels. Initiatives involving premiumisation, influencer collaborations, using technology to target promotions, as well as exciting in-store displays can prove more valuable to brands than trailing the costly path of developing their own ecommerce platforms.