“Consumer packaged goods giant P&G has indicated a desire to source 10% of its sales online. Given that it currently sources less than 1%, that sounds like an aggressive goal but one that it is putting its formidable resources against delivering. Many other CPG companies from Kraft, J&J and General Mills to Pinnacle Foods are placing a strategic imperative on the etailing selling space,” reports Chief Marketer.
With the numerous options to sell online through retailers and the ability to sell direct to consumers through other platforms, it shouldn’t take P&G that long to reach their goal. Etailers are well positioned to deliver on convenience “and selection (the online shelf set doesn’t have to adhere to the space limits of the brick and mortar shelf).”
Read more here on the Digital CPG Blog;