Retailers and CPG brands regard e-commerce as a subcategory of the retail channel. M-commerce might not even hit their radar. The online retail experience offered by omnichannel retailers often lags behind consumers' expectations because e-commerce is simply smaller than brick and mortar in overall share of revenue. By deprioritizing allocation of precious resources, the retailers (and the CPG brands that serve them) open the door to consumer defection to an online pure-play option. For consumers, it's just shopping and they're never without their trusted sidekick: the smartphone. This presentation will level-set on the current state of the industry, what it means, and ways that CPG brands and retailers can reorient their thinking and planning to catch up with consumers. Attendees will:
- Learn how CPG brands and retailers fell out of sync with what consumers care about and how they shop.
- Explore the impacts of CPG brands and retailers that truly motivate consumers and the kinds of experiences consumers seek.
- Investigate how CPG brands and retailers can reorient their thinking and planning to get themselves to where consumers already are.