Shopper Marketing - May 2016 - 81


Our Virtual Roundtable

A

decade ago, consumer packaged
goods were an afterthought in
the e-commerce marketplace -
the last pick in gym class - and couldn't
care less.
Today, CPG is in the game. Although
CPG sales in the e-commerce channel
are still miniscule compared with brickand-mortar store sales, the numbers are
growing fast enough that marketers are
scrambling to figure out what it takes
not only to play but to win.
Drugstore.com, Peapod and
Quidsi were among the e-commerce
frontrunners in consumer packaged
goods before Amazon.com grew active
in the space. By 2010, Amazon emerged
as a dominant player whose aggressive
activity finally forced Walmart and
other traditional CPG retailers to make
e-commerce a key initiative and fuel the
recent surge in sales.
To further understand the evolution
of e-commerce from a CPG marketing
perspective, we assembled a virtual
roundtable with some key players in the
industry.

Jen Brevick, director,
e-commerce,
Coca-Cola Co.

Brian Cohen, EVP,
group director & head
of digital integration,
Catapult
Steve Kinsey, manager,
digital shopper marketing
& e-commerce strategy,
GlaxoSmithKline
Consumer Healthcare
Mike Lapchick,
founder and CEO,
Shotfarm

Danny Silverman,
SVP, customer strategy,
Clavis Insight

Greg Stevens, EVP,
media sales and
insights, MyWebGrocer

MAY 2016 SHOPPER MARKETING y

81


http://www.Drugstore.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
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http://www.nxtbook.com/nxtbooks/ptp/sm_201408
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http://www.nxtbook.com/nxtbooks/ptp/sm_201405
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http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com