Shopper Marketing - June 2017 - 146

The shopping journey today is more complex than ever. Shoppers still visit brick-andmortar stores, but trends indicate online visits influence online and in-store shopper
behavior. Consumers seek information online for:
Latest product introductions
Trends
Money-saving opportunities
Insight into customer expectations from other consumers

Source: IRI Consumer Network TM

An understanding of how consumers navigate e-tail trips online is critical to ensuring retailers and brands deliver the right message at the right time. Brick-and-mortar
brands must establish a presence along shoppers' paths to purchase to become an
integrated part of shopping journeys today and in the future.
This report highlights opportunities and mishaps in e-commerce today, seeking to
better define how e-commerce can - and should - be part of innovative and progressive CPG strategy. Further, we'll examine best practices and garner insights from the
leaders in e-commerce today.
Finally, this report defines the key roles of advanced technology and know-how for
retailers committed to working with CPG manufacturers and brand owners to identify
and build on e-commerce opportunities. The market has access to big data, insights,
tools and resources, all invaluable tools in leveraging this growth driver.

Small, But Mighty and Growing

Even though e-commerce accounts for less than 5 percent of total CPG sales in the
United States today, its influence and potential have far greater value. E-commerce is the
fastest-growing channel in CPG, outpacing brick-and-mortar in most categories. E-commerce can provide momentum, but growth is more challenging as often online sales
come at the expense of brick and mortar. If brick-and-mortar retailers don't compete
online, they'll lose sales, opportunities for future growth and momentum that an online
presence creates.
Projections indicate total e-commerce sales will double in the next two to three years,
catalyzing growth that is pacing an average increase of 15 percent annually since 2010.

E-commerce Share of Total U.S. Retail Dollar Sales 2011-2015
The e-commerce share of total retail sales
increased more than 4 percentage points in 5 years.

9.8%

Online Retail
Sales, 2015

$341.7B

6.3%

2011

7.3%

2012

10.6%

8.5%

2013

2014

2015

By 2015 the online share of total retail sales reached 10.6% excluding fuel and auto
sales, and restaurant and bars.
2

E-COMMERCE OPPORTUNITIES

Source: U.S. Department of Commerce, Internet Retailer



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
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