"The CPG of the future will rely on a sales ecosystem that integrates online interaction with in-store marketing. That will require sophisticated digital capabilities throughout the business, across all functions, including marketing, sales, R&D and supply chain. The companies that win will be the ones that aggressively exploit e-commerce models, integrating digital deep into their businesses to do so."
Really enjoyed reading the article titled "We are all eCommerce Companies Now" on the HBR by Bonin Bough, Vice President of Global Media and Consumer Engagement at Kraft Foods.
Mr. Bough's article is a validation of the business model created by us at AaramShop to address the traditional challenges faced by FMCG / CPG companies in leveraging the opportunities offered by eCommerce. For too long CPG companies have either tried to emulate the traditional eCommerce models (and failed) or have just kept away from it completely. However, now with the fast changing media consumption habits of the consumers reaching consumers at point-of-purchase is no longer simply a
battle for shelf space, but a war to connect meaningfully across a wide
range of digital platforms and delivery mechanisms.
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