CPG food and drink brands must embrace total commerce

The article discusses the evolving landscape for Consumer Packaged Goods (CPG) food and drink brands, particularly influenced by the rise of online grocery shopping. Previously, brands focused on getting products to retailers, but now they must engage directly with consumers through various channels, including retail media networks and online marketplaces. Industry experts emphasize the need for seamless consumer experiences, leveraging data, and creating rich online content to remain competitive. As 138 million shoppers in the US opt for online grocery services, CPG companies must reinvent their strategies to succeed in this new environment.

"We need to make sure the consumer experience is seamless for our shoppers. That's a process the retailers used to own in the physical store. The landscape is changing rapidly, and we need to understand all aspects of commerce in order to win."

"CPG brands must now purchase media across numerous retail media networks (RMNs) and utilize first-party retail data in upper-funnel brand awareness campaigns to establish a pipeline of future customers."

Read at The Drum