During this presentation, Brian Owens, SVP, Commerce Strategy and Inclusive Commerce for VMLY&R discusses how retailers can effectively include cultural aspects of their markets into their category level planning.
Among the topics he discusses are:
- How cultural movements affect companies, their people and their products
- The importance of growth audience category understanding
- Addressing today's complex shopper path to purchase
He also highlights some retailers that have seen great successes in weaving cultural factors into their category planning.