When it comes to changes in consumer packaged goods distribution and marketing, e-commerce is only the start.
E-commerce represents just 7% of retail sales in the US market, but it has grown consistently, and it’s just one of many new points of product distribution that consumer packaged goods companies need to be considering. Others include concierge and on-demand delivery services, home automation platforms, point-of-sale marketing, and more. In some cases, the individual consumer is giving up control of the ultimate brand selection to these services, in favor of convenience. This dynamic challenges CPG companies accustomed to traditional retail partners and in-store marketing.