Consumer Engagement

A pair of Mondelēz and Johnson & Johnson symptom relief brands are investing in tech solutions that will allow them to track proprietary data, identify illness trends, and use these insights to inform consumer engagement strategies.

Given how quickly and dramatically consumer behavior is changing, there’s a lot retailers and consumer goods companies are taking away from other regions when building their commerce strategies.

To understand how DTC fits into today’s evolving consumer goods landscape, CGT drew together the latest research and perspectives from thought leaders to see where leading-edge brands are placing bets to gather actionable insights and get as close as possible to the needs of consumers.

DTC provides a unique channel for CGs to personalize experiences and gather zero and first-party data without unnerving consumers or running afoul of ever-shifting privacy laws. In this Q&A, Khurram Moiz, principal customer success manager, consumer goods at BlueConic, outlines some of the opportunities provided by direct-to-consumer models.

Coca-Cola’s new marketing model is bearing fruit thanks to localized efforts, according to CEO James Quincey, who provided a lineup of examples in which the company’s tech-infused pilots and experiments had resulted in increased retail sales and consumer engagement. 

Learn how the redesigned website will enable PFAFF to take a swing at direct-to-consumer and expand e-commerce in North America.

During the latest earnings call, Starbucks showed signs that its Reinvention strategy is already paying off.

These are the four standout brands that are supplementing their Super Bowl commercials with engaging, digitally-focused campaigns.