Shopper Marketing - June 2017 - 145

What, When and How to Achieve Growth in the Digital Space
Huge Opportunity!
E-commerce presents tremendous opportunity for
CPG manufacturers. With a strong online presence and
strategy focused on the entire path to purchase, e-commerce has great potential to earn shopper awareness
and become a powerful growth lever.
For CPG manufacturers and brand marketers looking to
reap the benefits of this opportunity, e-commerce must
become a key digital pillar within CPG strategy. It must
have a top-down, cross-organizational commitment, with
nimble, innovative strategies built around consumers'
desires, demands and behaviors. Many firms already
experience the power of this growing marketing channel.
But for the CPG industry to keep up and maintain relevance with consumers, e-commerce must advance via
collaborative CPG-retailer go-to-market strategies that
are driven by a new mindset.

CPG Sales 2015-2022
$874

BILLION

$844
BILLION

$760

BILLION

1.4%

5.0%

10.0%

e-commerce share
of dollar sales

e-commerce share
of dollar sales

e-commerce share
of dollar sales

2015

2020

2022
Source: IRI Growth Consulting Analysis

E-COMMERCE OPPORTUNITIES



Table of Contents for the Digital Edition of Shopper Marketing - June 2017

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
Shopper Marketing - June 2017 - 8
Shopper Marketing - June 2017 - 9
Shopper Marketing - June 2017 - 10
Shopper Marketing - June 2017 - 11
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