A robust e-commerce strategy is no longer a “nice to have” for CPG manufacturers and retailers as digital will influence 77 percent of all retail sales this year. E-commerce must now be a key digital pillar in any organization’s marketing strategy with the full commitment from the entire organization and built around consumers’ specific desires, demands and behaviors.
While many companies are already immersed in e-commerce activities, for the CPG industry to remain relevant, future success in this channel will rely on manufacturers and retailers effectively collaborating on go-to-market strategies. Understanding how consumers navigate e-tail is critical to ensuring they receive the right messages at the right time, and brick-and-mortar brands must be present during shoppers’ increasingly complex path to purchase.
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