The Digital Divide: How Winning Online is the Key to Future FMCG Revenue Growth
We all knew that this would happen: e-commerce has been steadily growing year over year. From 2016 to 2019, e-commerce sales jumped from 12% of total sales to 16%. 2020, for a number of obvious reasons, exacerbated that trend and e-commerce is now closer to 20% of total sales. For consumer brands, that also became a tipping point to being more proactive in having a strong e-commerce strategy.
However, winning online is much more than making your products available online. It is about successfully integrating the unique dynamics of the online shopping experience into your overall go-to-market strategy. That means e-commerce can no longer be a silo separate from the rest of the organization; it should be part of your everyday conversation just as Walmart, Target, and other retailers have always been. The clear digital divide now is between those who embrace and plan for it vs those who continue to treat it as an outlier.
Join Senior Director, Vincent Duong, from the Consumer & Retail Practice as he offers best practices and principles for typically offline consumer brands to best capture the online consumer to drive future revenue growth. This webinar will cover topics such as:
- Understanding the “typical” online customer journey for consumer goods
- How to leverage consumer insights to drive digital media and SEO spend
- Benefits to selling through e-commerce vs. own site
- The importance of defining the role of different online channels
Shopping online for everyday items such as toilet paper, groceries, and household goods used to be an exception to the rule. Now…shopping online has become another major channel in which all consumer brands need to take into consideration.