For brand manufacturers, the digital shelf is today’s growth opportunity. With 77% of shopping journeys starting in a search bar, brands must invest in the people, processes, and technology to orchestrate the product experience for the digital consumer.
To succeed in 2018, leading active brands must adopt the following strategies:
An insights-driven mindset, supported by a closed-loop system (data to insights to action), which eventually turns learning into behaviors that create better customer experiences
A cohesive business technology strategy aimed at enabling a company to keep up with customer wants and needs
A culture that prioritizes digital’s impact on the consumer journey
To better understand how brands are tackling this current market landscape, Salsify recently conducted its annual survey of 200 ecommerce, sales, and marketing leaders at brand manufacturers. The results uncover substantial, increasing pressure on brands. The data also reveals the organizational strategies and future investments that leaders and active brands plan to adopt to keep pace and successfully navigate in this environment.
Methodology: The data outlined within this report was generated through a survey of practitioners across 200 brands within the North American marketplace. The survey was administered by EchoCove Research and conducted over the course of Q3 2017. Brands that do not sell their products online on any channel were not included in the sample. All survey respondents hold roles relating to the creation and management of online product content.