Wednesday, February 17, 2016

FMCG E-Comm Trends for 2016

  • Tablets and Mobile shopping will outweigh desktop purchases, putting the focus on app optimisation and website performance
  • Product Content will become the differentiating factor for retailers and FMCG brands online
  • The Consumer is King in 2016
  • In-store shopping will go digital as retailers connect shoppers’ phones to their basket
  • Medium-sized retailers will be challenged on all sides when it comes to home delivery, as both global pure players and local stores look set to soar online
  • Personalisation is the name of the game for FMCG companies, as they work to engage with consumers online

Tuesday, February 16, 2016

Top 5 Trends for CPGs in 2016

Similar to previous years, 2015 saw notable transitions in the consumer goods space, and companies should expect big changes in 2016 as well.  Growth in omnichannel retailing, the increasing influence  and importance of digital marketing and data analytics, a relentless focus on cost efficiency, and shifting consumer preferences will be major forces impacting the industry. Here are five key trends consumer packaged goods companies (CPGs) should expect in 2016:

Omnichannel expansion

Reallocation of marketing spend
Greater consumer focus through data insights
The growing influence of private equity
Healthier, more convenient products

Full article here

Wednesday, February 10, 2016

Study Urges Shopper-Centric Approach Versus Traditional Process

Category management is in the crosshairs of the retail food industry.

A new study by the Food Marketing Institute (FMI), Deloitte Consulting LLC, and Winston Weber Associates claims the traditional process is stagnant. The good news is that a roadmap to a more insightful shopper-centric way of doing business is accessible in today’s market. The collaborative business planning study suggests that the biggest shortcomings of category management relate to being too product-focused and too narrow in approach.

“Similar to the ambitions of the 1995 Efficient Consumer Response initiative, our analysis in Shopper-Centric Retailing recommends a culture change that challenges our comfort levels and bucks current trends in category management,” said Mark Baum, FMI’s chief collaboration officer. “We are calling for an industry transformation to adapt to today’s new consumer.” 

The study found that 100 percent of retail and consumer packaged goods respondents believed some degree of change is required; a quarter of respondents believed that nothing less than an entire redefinition and transformation is necessary. Conversely, 85 percent of retailers have made either “no change” or “moderate change” to the initially-prescribed eight-step category management process.

Monday, February 8, 2016

Can beacons help FMCG brands drive sales

For long, CPG (consumer packaged goods) brands have been considered to be laggard at digital advertising in comparison to other product categories such as retail, financial services etc., However, of recent the consumer goods digital ad spending, including spending on mobile, outpaces that of the travel, consumer electronics and healthcare categories, reported eMarketer.
In fact, according to eMarketer’s report, “The U.S. CPG and Consumer Products Industry 2014: Digital Ad Spending Forecast and Trends,” digital spending of CPG brands is predicted to increase to $7 billion by 2018.
No doubt, CPG brands definitely stand to gain quite a bit from investing in digital. In fact in February 2014, Mark Clouse, the Chief Growth Officer of Mondelez International, the parent company to consumer brands like Oreo and Trident, said that compared to other channels, Mondelez, gets twice the ROI from digital marketing alone. Thus, with digital media playing such a crucial role in the success of these brands, it’s now high time that brands shift their focus from increasing brand awareness and recall to driving sales – both online and offline.
This is where beacons can come in handy. While retailers were among the early adopters of beacons, of recent, consumer packaged goods brands have started to leverage beacons in their efforts to engage with consumers when they are inside a retail location.
In this post we will discuss in detail how beacons can help CPG brands drive sales as well as engagement by connecting the online and offline worlds, along with a few successful beacon campaigns.

Tuesday, February 2, 2016

Mobile commerce set to rise by 68% in 2016

The number of purchases made via mobile will rise by almost 70% this year, according to new research by Connexity. 
Other key findings include:
  • Nearly half (42%) of all online orders during Christmas 2016 may be made on a mobile device.
  • Up to a third (33%) of all online purchases will be made on a smartphone this year.
  • Purchases on tablets are expected to stagnate or slightly decline.

Monday, February 1, 2016

One in five expect more than 50% of overall spend to be via mobile

People are increasingly comfortable using their mobile to shop online, with almost three quarters (69%) now browsing or buying this way, a 10% increase since 2013, according to new figures from BuzzCity. 

The main reasons people choose to chop via mobile are the variety of products available (18%), the experience of discovery (16%) and the speed of delivery (14%).