The consumer journey is CPG marketing’s ‘North Star’ — and why brands can’t discount promotion strategies

Economic uncertainty and changing shopping behaviors are pushing brands to rethink how different channels work together. With the exponential growth of AI and the media landscape’s continued fragmentation, savvy CPG marketers are focused on connecting media, promotions and commerce to drive incremental sales. A new study from Circana and Ibotta Inc shows that promotions can deliver measurable incr