What are FMCG brands doing to make sure online shoppers convert?
How FMCGs optimise their presentation and presence on the digital shelf; their online proposition and product offering; and their availability and fulfilment processes.
Internet Statistics Compendium: FMCG
A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.
The increasing importance of the digital shelf for FMCG brands
What is the digital shelf? What does it mean for FMCG brands and how can they win there, including making the most of evolving retail media networks?
How FMCG brands are benefiting from second-party data
From retail media to data partnerships and ‘clean rooms’, FMCG brands have many opportunities to take advantage of second-party data to better target customer or prove the effectiveness of their marketing.
Digital Transformation Monthly: Grocery Tech and the In-Store Experience
November’s edition of Digital Transformation Monthly takes a close look at the trends redefining how consumers engage and shop with grocery and FMCG brands, including shelf-edge technology, retail media, digital loyalty schemes, and checkout-free shopping.
Digital Transformation Monthly: The Rise of Retail Media Networks
This special edition of Digital Transformation Monthly looks at the rise of retail media networks and the conditions that have led to their growing appeal, featuring key stories from individual retailers.
Fulfilment and delivery trends in grocery and FMCG
From order picking to last mile delivery, grocery retailers and FMCG brands are increasingly looking for ways to improve speed and efficiency in omnichannel fulfilment. With rising consumer expectations, the goal is to give customers what they want, exactly when they want it, even amid wider challenges in the supply chain. A large number of […]
How FMCG brands are getting the most out of first-party data
The coronavirus pandemic has formed new consumer habits around buying fast-moving consumer goods (FMCG, also known as consumer-packaged goods or CPG). While the astronomical spike in online purchasing that was seen in the early days of the Covid-19 lockdowns (and again in late 2020 and early 2021) proved to not be permanent, many more consumers […]
Tommee Tippee drives engagement with #LoveLetters To My Boobs social media campaign
The baby brand partnered with SEEN Connects for an innovative influencer marketing campaign, which reflected its empowerment brand values.
Vita Coco boosts first party data with ecommerce launch
The coconut water drink brand partnered with Candyspace to transform its brand-first platform into an ecommerce site with an improved user experience.
Czech rum brand’s storytelling approach drives sales of limited-edition bottles
Heffron partnered with Seznam Brand Studio to engage users with interactive, authentic stories of historic Czech heroism to support its brand story.
Unilever Home Care’s purpose-driven ecommerce strategy boosts sales in Southeast Asia
Partnering with Ogilvy, the consumer goods company changed consumer behaviour and increased market share by funding sustainability projects and creating content around countries eco-performance.
Reckitt’s Head of Brand Experience and Design: separating physical and digital is ‘not how we experience brands as people’
Jos Harrison, Global Head of Brand Experience and Design at Reckitt, spoke at Econsultancy Live about building brand equity throughout the FMCG customer journey, arguing for a service-led approach that recognises how consumers relate to brands.
How new beauty-focused shopping apps are aiming to shape social commerce
New social commerce apps such as Trendio and Flip are aiming to transform the beauty space, combining TikTok-style short videos with ecommerce capabilities. Can they carve out a new niche in beauty retail?
A day in the life of… a sustainable packaging consultant
Gillian Garside-Wight, director of consulting at Aura, talks to Econsultancy about the retail industry and the circular economy.
Three examples of FMCG campaigns across TikTok, AR and shoppable video
Despite issues like brand safety and ‘signal loss’ – a term used in the ad industry to refer to attribution difficulties in the wake of new privacy and anti-tracking measures – social media remains a priority for marketers who are eager to reach engaged consumers. Marketers are also using contextual advertising to do so, creating […]
A year in loyalty, data and retail media
This briefing is part of our Digital Transformation Monthly 2022 in Review, which looks back over the trends that defined the past year and considers how they might impact the year to come.
How TikTok is bridging the gap between entertainment and commerce
How TikTok is changing the linear purchase journey with a platform that is community-focused, creator-led and conversational.
eBrands COO Erika Ottela on Amazon selling strategy and sustainability
Erika Ottela is the co-founder and COO of eBrands – an ecommerce aggregator. We asked Erika about her journey with eBrands, the importance of Amazon and other ecommerce marketplaces, and her advice for entrepreneurs in the industry. Tell me about eBrands – what was the motivation behind starting the company and how does it operate? […]
Beauty Pie founder Marcia Kilgore on loyalty, influencers and the lure of multichannel
Kilgore discusses the value in the brand’s membership approach, its long-form content which is less suited to influencers, and the potential for bricks-and-mortar when it becomes ‘harder to find new customers by algorithm’.
Q-commerce: How is the rapid grocery market faring amid rising challenges?
Investment in q-commerce companies soared during the pandemic with consumers increasingly turning to rapid grocery services as an alternative to in-store shopping and with supermarket delivery slots often hard to come by. Companies including Jiffy, Gorillas, Getir, and Weezy emerged as competitors in the q-commerce space, each promising super-fast delivery and an app with a […]
What does Beauty Pie’s success reveal about a changing beauty industry?
Beauty Pie raised $100m in funding last September to help further its expansion plans, which it says will involve “more warehouses, pop-up shops and a new membership model (for devotees).” This round of funding follows on from the huge growth Beauty Pie generated during the pandemic, with the brand doubling its number of members and […]
PepsiCo’s Mia Sorgi on building “connected experiences” and the future of retail
PepsiCo Europe Director of Digital Product and Experience Mia Sorgi discusses her role, including experience design across digital touchpoints, innovation in digital ordering and trends such as retail media and Just Walk Out.
1
Seven examples of brands engaging in social commerce
Social commerce is maturing. As Accenture states in its ‘Future of Shopping‘ report: “Rather than a handful of big retailers and brands selling to mass markets of millions, we’re now seeing millions of individuals and smaller businesses selling to one another within a vast social commerce ecosystem.” Consequently, social commerce is expected to grow three […]
FMCG brands are re-evaluating media strategies as consumers shift to online grocery shopping
With shoppers now turning to ecommerce channels as part of their everyday purchase journey, FMCG manufacturers are suddenly having to re-evaluate how they create and convert demand for their products and re-consider how and where they invest in brand advertising and marketing. There is a growing need to divert more spend towards digital media to influence their target audiences closer to the online point of purchase.
How FMCG brands are adapting products in response to the shift to ecommerce
The shift to ecommerce has been particularly noticeable within FMCG. In December 2020, 8.5 million UK households shopped for their groceries online – up from 5.7m households the year previously.
In response to this, and to capitalise on new consumer behaviour, many FMCG companies are re-assessing their product portfolios, and expanding into new categories and channels.
How can FMCG brands make the most of their hard-won first party data & deliver more effective digital advertising?
During the coronavirus pandemic, many FMCG brands have established new channels and relationships with consumers. How can they use these to gather first-party data and put it to effective use in their advertising and marketing campaigns?
Diageo on D2C strategy, owning search and adapting to new consumer moments
For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, […]
Polly Wong on the keys to D2C growth: distribution, marketing and product assortment
Direct-to-consumer (D2C) commerce surged during the early stages of the Covid-19 pandemic, as new brands capitalised on the shift to online shopping, and mainstream brands – such as Nike and Levi’s – doubled down on direct sales channels. Two years on, with physical retail regaining traction, and wider issues such as inflation, online advertising prices […]
1
Six lessons from Mars Petcare’s dive into D2C during the pandemic
When you hear the brand name ‘Mars’, what is the first thing that springs to mind? Chances are, it’s probably sweets, since Mars is best known as the company that owns confectionery brands like Galaxy, M&Ms, Snickers, Twix and many more. Far less widely-known is the fact that Mars is one of the world’s largest […]
