Based on my review of these two articles and the work that I have done at Northwestern on the topic of CPG, I have developed 3 key action items for you to consider. They are:
- Leverage Shopper data - CPG can use the immense reserve of consumer data to target the consumers when in buying mode
- Make purchase frictionless - The three stages of trial, habit and brand loyalty could be accomplished in one swoop by CPG on E commerce
- Think E commerce - E commerce has become the new product search engine and its time CPG taps it to its advantage.