Half of UK shoppers believe that RRP’s – Retailer Ready Packaging – increases a product’s visibility and makes it easier to find. In France the figure was even higher at 62% (source IGD). This supports the view long held by kernel that effective use of RRP’s can be a powerful activation strategy, in some cases  more effective than other communication channels, as consumers will brand switch at the fixture if sufficiently motivated, even when shopping with a list. kernel’s advice Read More...