Why it matters
E-commerce channels are increasingly important to consumer-packaged goods brands as shoppers shift to online purchasing – a trend that has accelerated in the face of COVID-19. With buying habits in flux, marketers will need to increase their capabilities and knowhow in this area.
- With people spending more time at home, product usage and buying occasions are increasing, and need to be analyzed carefully.
- E-commerce sites are increasingly serving as advertising platforms, and fulfil a similar purpose as in-store messaging in brick-and-mortar outlets.
- Understanding different buyer habits through physical and digital channels can help drive innovation strategies....