We keep hearing about the rise of the digital consumer and the impact on consumer goods companies’ growth strategies. Yet, we all wear two hats: that of industry practitioner and, of course, that of an individual consumer. Are you connected to your favorite brands as a consumer? How do they respond to your outreach?
It’s always interesting to view these activities with a behind-the-scenes perspective. Digital interactions are here to stay, and those connections to consumers and retailers depend on what I’ve come to think of as a “digital supply chain.”
What I mean by that is having the right data at the right place at the right time. Easy to say, but ensuring accurate and up-to-date product data, not to mention images and related content, are in place on all digital outlets, including multiple retail websites, branded websites, etc., is no small feat.
In this month’s cover story, Dr Pepper Snapple Group shares its approach to seamless product content and how impacts its relationship with Walmart and its shoppers. We also have Sales & Marketing Best Practices with Honest Tea, Lucky Brand and American Beverage Marketers. So sit back, make sure your tablet is charged (this is a digital issue, remember) and be inspired to up your connection quotient!
Let us know about your connections at [email protected].