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Consumer Goods Marketers Need To Get Serious About Online Commerce

March 26, 2014: 12:00 AM EST
Unilever’s online commerce chief told a recent shopper marketing seminar that consumer packaged goods companies need to build an e-commerce presence to keep their brick-and-mortar business successful. But he acknowledges creating an e-commerce team can be a tough sell to executives when online sales represent only one percent of revenues. According to Doug Straton, it can be done as long as you outline key drivers and the effect of e-commerce on the broader landscape; define profit and loss over the long term; and identify competitive gaps.
Carol Angrisani, "Unilever: Ecommerce a must", Supermarket News, March 26, 2014, © Penton Media
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