Wednesday, August 10, 2011

Would CPG Brands Compete with their Own Channels for Customers?

AdAge writes an interesting article about going beyond online ads to eCommerce opportunities for CPG brands. Will it pay off? Services are easier to deliver online. A few product dot-bombs in the early 2000s made us keenly aware of that.

One of the companies mentioned in the article is Alice.com. Their model is to connect customers to companies directly. But this is not their main story.

According to Rebecca Thorman, PR and communications manager, the secret sauce behind the consumer value prop is what they offer to consumer packaged goods (CPG) manufacturers. CPG manufacturers are faced with the growing challenge of how to connect and interact with consumers in efficient, targeted and value-added ways.

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