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.
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.
At Econsultancy Live, we’ll be examining how businesses can make ecommerce convenient, engaging, sustainable and profitable. We’ll hear from brands selling online about how they are innovating and adapting their strategies for direct-to-consumer sales, brand building, platformisation, fulfilment, social commerce, personalisation and loyalty, and much more.
FMCG brands have historically generated the lion’s share of their sales offline, with consumers typically buying their groceries, toiletries, and other consumables from supermarkets or third-party retail stores. In recent years, however, the rise of digital technologies has resulted in changing consumer expectations, and a greater demand for convenience, better brand relationships, and an omni-channel […]
This guide is for companies looking to either review their existing ecommerce strategy or create an ecommerce proposition from scratch, including practical tips that can be applied to individual aspects of an ecommerce business to maximise results.
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
A report exploring the path to growth through a landscape defined by rapidly changing consumer behavior, a demand for personalization and the influence of macro-players with international reach and enormous scale.
The acceleration of ecommerce throughout the globe over the course of 2020 was hard to ignore, as consumers shopped online often out of necessity, and brands were forced to rapidly change their strategies as a result.
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
Fast delivery has always been part of a good retail customer experience, but now, a new wave of companies are making speed their USP.
Today’s ‘Day in the Life’ features Michael Scantlebury, the Creative Director and Founder of creative agency, Impero. I chat with Michael about advertising for alcohol brands – (a particular area of expertise for Impero) – as well as the value of augmented reality, and why understanding cultural trends is the key to brand longevity. Talk […]
Dean McElwee has a wealth of experience working within ecommerce for global brands, including Coca Cola and MasterCard, and most recently, as executive director for Kellogg’s. Towards the end of 2020, McElwee was recorded in conversation with Good Growth’s Dan Kendall as part of a new series of The Good Growth podcast. McElwee has since […]
It’s been a long and difficult 18 months for the beauty industry, but with retail stores and salons re-opening in May, the focus is now on getting back to business, and engaging consumers whose habits might have changed during lockdown.
Tony Thomas is the Head of Digital Shelf Optimisation at brand performance agency Threepipe. We recently spoke with Tony to find out more about his role, gain insight on the rapidly evolving online grocery market, and discuss how client strategy has changed at Threepipe in the past year.
Is a D2C model right for your beauty brand? Karishma Joshi and Chloe Buckland of Capgemini Invent examine the challenges and opportunities in the market, taking in tech, brand, retailer strategy, content and data.
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, […]
Juliana Chu, the Director of Digital & Analytics in APAC for Kimberly Clark, spoke today at the Festival of Marketing about how Kimberley Clark’s agile approach to analytics – particularly in utilising CRM and social listening tools – has helped the company generate higher levels of consumer engagement and drive sales for its baby and […]
Covid-19 has caused a significant shift in the way that consumers shop for goods – particularly Fast-Moving Consumer Goods, or FMCG, also known as Consumer Packaged Goods (CPG). The ecommerce penetration of grocery shopping – which had been slowly increasing pre-pandemic – has abruptly spiked over the last year reaching a record 14% in the […]
The Covid-19 pandemic has accelerated the shift to ecommerce, with the number of online shoppers globally increasing 9.5% in 2020. This growth is predicted to continue 10% year-on-year, reaching 3.8 billion in 2021.
Claire Hennah, Global VP of Ecommerce for Unilever, gave a talk at Econsultancy Live today explaining some of the ways the company has reacted to changing consumer trends in 2020.
A robust, data-driven ecommerce strategy has become ever more crucial to brands over the past decade as they try to navigate a market that is turning increasingly to digital channels.
It’s been a long and difficult 18 months for the beauty industry, but with retail stores and salons re-opening in May, the focus is now on getting back to business, and engaging consumers whose habits might have changed during lockdown.
Coronavirus has resulted in a shift in shopping behaviour, with many more consumers now heading online for groceries, as well as bulk-buying food and household items.
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?
Elliott Clayton, SVP at Epsilon-Conversant, looks at the direct-to-consumer trend, how it was enhanced during the pandemic, and what we can learn long-term.
Is a D2C model right for your beauty brand? Karishma Joshi and Chloe Buckland of Capgemini Invent examine the challenges and opportunities in the market, taking in tech, brand, retailer strategy, content and data.
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, […]
According to research by Global Web Index, 45% of beauty consumers look to reviews for online research purposes before buying a product.
It’s been a long and difficult 18 months for the beauty industry, but with retail stores and salons re-opening in May, the focus is now on getting back to business, and engaging consumers whose habits might have changed during lockdown.
Ratings and reviews are a hugely important tool for brands of all kinds.
Like many other industries, the beauty world has been hugely affected by the coronavirus pandemic.
By targeting customers at certain points of their journeys with the right messaging, Kiehl’s Spain achieved uplifts in conversion rates and average order values.
Online retailer Ethical Superstore’s charitable alternative to Black Friday 2018 delivers its three biggest ever sales days, making it possible to donate 4,289 grocery products worth more than £7,000 to the Newcastle West End Foodbank.
Answer Digital develops a new order capture system for Ramsden International that is expected to drive up to £12m in increased sales each year.
The Internet Statistics Database contains global charts and statistics related to the fast-moving consumer goods (FMCG) sector, for you to browse, save and export.
