A day in the life of a consumer-packaged goods (CPG) company has changed considerably over the past few years, with the surge in online shopping being a key driver.
In the US alone, online sales penetration remains well above 2019 levels, with many consumers across all categories saying they intend to continue shopping online for good. To meet shoppers there, global consumer brands are increasingly engaging in direct-to-consumer (D2C) sales. Along the way, they’ll need to rethink core promotional strategies, spanning advertising to coupons, keeping the following objectives in mind:
Maximize Loyalty With Behavioral Insights
Brand switching is commonplace ...