CPG firms not ready for post-pandemic Ecommerce growth.
Financial Times CPG Specialist – June 28, 2021
Cramer-Krasselt Senior Vice President, Executive Director of Media Stephani Estes spoke to the Financial Times CPG Specialist about how CPG companies need to prepare and connect their e-commerce and marketing programs to drive success after COVID.
Offline and online also influence each other. Research conducted by Estes’ company found that 25% of in-store purchases were attributed to customers having seen the product in an ecommerce-promoted listing.
“So it isn’t ‘either or,’ it definitely is ‘and,’” Estes said. “And you do have to think about what is that right balance and how do I make sure that the experience is seamless either way so it’s consistent for the consumer.”
Read the article on Financial Times CPG Specialist.