“Manufacturers and retailers need to
Steve Zurek
focus on driving incremental volume
for their holiday categories. This
means understanding promotion
architecture that is optimized do
capture incremental purchases. As
shoppers amortize their purchasing
over weeks leading up to
Thanksgiving, promotions need to
start earlier and need to contain
thoughtful bundles that create the full
holiday meal at reasonable price
points to win shoppers over.“
Vice President, Thought Leadership
Analytics, NIQ
