“CPG brands’ biggest challenge is the rapid adoption of eCommerce, and needing to align its brick-and-mortar infrastructure (sales force) with a new focus of providing more insights, and helping its retail partners who are losing high margin sales to eTailers,” says Bonnie Carlson, President of PMA Marketing (Promotion Marketing Association). “eCommerce is on a rapid ascent, with shopper benefits of convenience, assortment, and pricing, and is changing the retail playing field for giants like Amazon and WalMart, and their respective vendors. I would advise marketers to focus on content and authenticity to meet consumers’ needs — the rest will follow, and consumers will spread the word socially.”
Bonnie and her team conceptualized and brought to life the The Smarter Shopper: Marketing to the Digital Consumer conference, which she desrcibes as “a confluence of two trends: digital marketing and shopper marketing. It is a recognition that consumers are increasingly using digital technology in every sphere of their lives, including retail, and that both smarter shoppers and smarter retailers are increasingly experimenting with new technologies to enhance the shopping experience.”
“Digital technologies are making the shopper experience more efficient and more convenient,” Carlson says, “making it easier for the shopper to find the products and services they want. Whether it’s helping the shopper to navigate the aisles, comparison shop, generate coupons, get more information, or check out without lines, all the technologies are being developed to improve the shopper experience.”
The Smarter Shopper: Marketing to the Digital Consumer
Tue – Wed, September 20-21, 2011
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