Beauty ecommerce has continued an upward trajectory over the past few years, with growth in the market nearly quadrupling between 2015 and 2022. As well as the impact of influencers and social selling, a spike in demand during the pandemic, and direct-to-consumer innovation – one factor in the sector’s growth has been the expansion of […]
From healthcare to travel, multiple industries are investing in generative AI technology in order to enhance products and services. Beauty and cosmetics is no different – an industry already at the forefront of innovation, where ‘beauty tech’ and virtual shopping tools are shaping an all-new type of customer experience. Now, generative AI – which […]
From product development to TikTok Shop, we look at effective strategies on the entertainment platform and showcase some brand examples.
We recently spoke to some media experts about measurement in retail media. We’ve been talking to them again this week, about the nature of retail media networks – are they walled gardens? Or do new partnerships and integrations make retail media an integrated part of wider campaigns? How to achieve scale and efficiency is a […]
Experts from Criteo, Analytic Partners and OMG UK discuss the potential barriers to effective measurement in retail media.
With the fast growth of retail media, now is the time to be investing in learning resources that can aid collaboration and understanding within FMCG businesses.
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.
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?
Gillian Garside-Wight, director of consulting at Aura, talks to Econsultancy about the retail industry and the circular economy.
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 […]
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 changing the linear purchase journey with a platform that is community-focused, creator-led and conversational.
The baby brand partnered with SEEN Connects for an innovative influencer marketing campaign, which reflected its empowerment brand values.
The coconut water drink brand partnered with Candyspace to transform its brand-first platform into an ecommerce site with an improved user experience.
Heffron partnered with Seznam Brand Studio to engage users with interactive, authentic stories of historic Czech heroism to support its brand story.
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.
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?