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 have alcohol and drinks brands adapted to the highs and lows of Covid-19? We spoke to Tom Harvey, co-founder of “grain to glass” marketing agency YesMore, about direct-to-consumer sales, adapting marketing strategies, and how to be more human on social media.
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.
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?
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 […]
1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]
2. Executive Summary Reinventing Commerce, produced by Econsultancy in partnership with Sitecore, explores 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. This report is based on a quantitative study of over 1,200 merchandising, ecommerce and […]
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.
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.
Direct-to-consumer (D2C) brands sell their product directly to consumers, taking away the need for third-party retailers, wholesalers, and other middlemen.
According to research by Global Web Index, 45% of beauty consumers look to reviews for online research purposes before buying a product.
Before the pandemic began, Kantar data shows that beauty and personal care sales were growing at a rate of 6.8%, which was more than twice the growth of total FMCG.
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 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 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.
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.
The beauty industry was valued at a whopping $532bn in 2019; the result of global retail sales consistently rising over the past decade.
It’s been a major year for ecommerce, as consumers shifted their spend online due to retail closures. But what will happen on the back of huge acceleration in the industry? We spoke to the experts to find out what they think is in store for ecommerce in 2021. And if you want to hear more […]
On the final day of the Festival of Marketing 2020, acting features editor for Marketing Week, Charlotte Rogers, chaired a panel with guests Kimberley Gardiner, VP & CMO of Mitsubishi Motors; Karen Scott, Senior Innovation Director at Future Brands PepsiCo; and Andrew Garrihy, Global Chief Brand Officer at Huawei.
Sustainability is a growing concern for consumers, but at the same time, convenience remains the biggest motivation when it comes to buying online.
Rebecca Sentance delves into how Whittard of Chelsea plays to its strengths with email marketing and keeps customers coming back for more.
Five months into the Covid-19 pandemic, macro trends are emerging in shopper behaviour, communications and brand purpose. How can FMCG brands respond to these in their online experiences and advertising? Jenna Russell, senior strategist at ELVIS, outlines five key points.
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?
Brands and businesses must constantly recalibrate how they work with influencers as social platforms change. This briefing covers the latest trends in influencer marketing, including Covid-19, ad spend, trust and TikTok. It is an edited version of the influencer section in Econsultancy’s new Social Media Platforms Trends report, authored by Michelle Goodall. Reduced adspend is […]
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.
