1CPG Industry Faces Customer Engagement Challenges
Digital technology changes everything. For consumer packaged goods (CPG) companies, this fact has become painfully clear. A recent research report from global technology services firm NTT Data Services, “Friction Challenges for the Consumer Packaged Goods Industry,” determined that consumer-facing website experiences impact the bottom line. The firm studied 15 leading CPG Web sites—including Anheuser Busch, Coca-Cola, ConAgra Foods, Dean Foods, General Mills, Kraft-Heinz, Mondelez, Nestle S.A., Pepsico and Unilever N.Y.—and found that significant differences exist in areas such as product search features, information transparency and purchase availability. Not surprisingly, these factors directly affect consumer attitudes and purchasing decisions. Here’s a look at some of the key findings.
2Leaders vs. Laggards
4Distraction Is Deadly
6Confusion Kills (Sales)
8Recommendation: Compete Effectively
9Recommendation: Simplify Engagement
10Recommendation: Deepen Brand Loyalty
11Recommendation: Personalize the Experience
Introduce a personalized experience that seamlessly blends CPG with retail across an integrated ecosystem.