Why CPG food and drink brands must embrace total commerce

The article discusses the evolving role of CPG food and drink brands in response to changing consumer behaviors and the rise of digital shopping. With over 138 million shoppers using online grocery services in the US, these brands now face the responsibility of managing presence across various channels. Jamie Needham from General Mills emphasizes the need for CPGs to ensure a seamless shopping experience, a challenge that shifts from traditional retailers' responsibilities to the brands themselves. Brands must leverage retail media networks and first-party data to thrive in this new landscape.

As commerce and culture have evolved, so has the purchase journey for consumers. Roughly 138m shoppers now use online grocery services in the US, a figure that speaks to the convenience of the service in an era where time is a precious commodity.

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.

Read at The Drum