The hyper-acceleration of ecommerce seen in the course of the top of the Covid-19 pandemic has largely been reversed in grocery, however on-line gross sales stay up on 2019 ranges. Within the UK, ONS figures present on-line taking an 8.9% share of meals retail gross sales in August 2022, up from 8.0% in the identical month in 2019 (although admittedly far beneath the 12% share of August 2020).
For FMCG or CPG manufacturers, ecommerce nonetheless affords an enormous alternative, nevertheless, as shoppers use a various variety of digital touchpoints to seek out and analysis merchandise, regardless of the gross sales channel seems to be. This circuitous shopper behaviour presents a problem, too.
In contrast to in bodily shops, the place packaging, promotions and model/product recall are all vital, shoppers buying on-line could also be utilizing generic phrases to go looking a digital shelf made up of infinite aisles. This makes it tougher for FMCG manufacturers to face out, when unknown rivals can steal a march via promoted listings and product content material and critiques can come to the fore.
On this article, we’ll talk about what the digital shelf means for FMCG, how manufacturers can optimise their on-line presence for max influence, and the way the digital shelf is evolving with the rise of retail media.
