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THE SALSIFY SMARTER MERCHANDISING BLOG

How CPG Brands and Retailers Can Break Down Barriers to Win the Digital Shelf

Posted by Lauren Lindsey on 9:00 AM on October 29, 2018

By 2025, 70% of consumers will be grocery shopping online. They expect compelling, personalized digital experiences and robust product content. Many CPG consumers already demand specific details on nutritional information, ingredients, allergens, and sustainability preferences.

Meeting these challenges at the speed the market requires takes clear communication between brands and retailers. However, most brands find retailer product content processes, criteria, and setup complicated and limiting. In fact, 76% of brands report dissatisfaction with CPG retailer partners. Both parties must learn to work together more fluidly to give the consumers what they want and maximize CPG digital growth.

Our Retailer Scorecard CPG 2018 collected the perspectives and expertise of over 500 ecommerce, sales, and marketing leaders from brand manufacturing within the North American marketplace in order to discover which model of collaboration is working best.

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Brand manufacturers can read this report to uncover how the CPG ecosystem’s challenges impact your current and future operations. Brush up on what to ask your retail partners to streamline communication, quality control, and speed to market.

Ecommerce has evolved beyond the need for basic supply chain data. Consumer expect more robust, personalized digital experiences. The optimal retailer-brand relationship and technology systems required to support that reality have also changed. Now, data-pools and exclusive partnerships are no longer helping retailers win. Bridging the gaps between retailers and brands means asking each about their process needs and taking key actionable steps forward.

Ask your retailer partners to better support content collaboration by:

  • Building support for content submission that support item setup and content refresh
  • Accepting rich below-the-fold content
  • Using reliable category spreadsheets and clearly communicated requirements
  • Creating delivery endpoints for products
  • Providing item status, content feedback, and insights on digital shelf KPIs

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Topics: Marketing, Drive Operational Excellence, Data Insights, OXA, CPG


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