Shopping online has been the norm for years, but it is a more recent phenomenon for the consumer packaged goods industry. In fact, e-commerce is exploding and will account for 10 percent of all CPG sales by 2022. The IRI strategy for helping CPG retailers and manufacturers win online is highlighted in the latest Times & Trends report, “Build, Drive and Earn E-commerce Growth for Retail Success."
“More than 76 percent of all shopping trips begin online, regardless of whether the actual purchase is made online or in-store,” said Sam Gagliardi, senior vice president of consumer & shopper marketing for IRI. “Consumers visit e-retailers to seek out products, reviews and money-saving opportunities, so it’s a must for brands to establish a solid presence along their shoppers’ paths to purchase. The IRI E-commerce Reporting Suite helps CPGs build a strong online presence and deliver the right message at the right time, which can help manufacturers grow e-commerce sales by up to 150 percent.”