We are in the midst of a shopping evolution. Consumers are in the driver’s seat and brands are racing to keep up. Innovation in technology has opened the door to an explosion of customer touchpoints that significantly impact how consumers discover, research and purchase products and services. At the same time, tech giants like Amazon, Netflix and Facebook have redefined consumer expectations; today’s shopper expects current, personalized experiences that are relevant at every point along the shopping journey.
To keep pace, CPG brands must rethink how they reach and engage shoppers at every touchpoint along the web-like path to purchase. Relevancy is more important than ever, and CPG brands must work alongside retailers, investing more heavily in data and technologies that will help them cultivate personalized experiences that will engage and activate their highest-value customers.
A paper from IRI and FitForCommerce explores the critical role of personalization for CPG brands in today’s marketplace and shares best practices for getting personal with the right data, technologies and processes.
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