AkuaroWorld attended the past edition of Ecommerce Global Summit Barcelona, on June. The event brounght together more than 900 attendees, 500 companies from more than 50 countries.

The Global E-Commerce Summit explored how developing technologies, policies and business models meet consumer expectations that shape the future of shopping.

But the topic about Fast-moving consumer goods (FMCG) took special importance in the event.

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How are the Fast-moving consumer goods (FMCG) brands using the digital media to accelerate their business? We are seeing a lot of startups using it’s agile marketing to go direct to the final consumer. Big companies such as Coca-Cola used to make their product the center of their marketing campaigns whereas in the digital transformation where are living, it is a must to put people at the center and, with them as the core, to develop technology, services, businesses, etc.

Another key factor is that big corporations cannot implement a disruptive business model, they just can’t, they are too big. Unless they started 5 years ago. So, what other options do we have left?

Smart Customer:

It is a must to have a competitive edge, and that means being customer centric. Unilever are one such brand that puts great emphasis and resources into consumer insight, with their global marketing-information system. Anyone within Unilever can access over 70,000 research documents for insight on consumer behavior and patterns in local and global markets.

Customer Experience:

Telepizza or less known brands like Blackmores, an Australian vitamins and supplements brand, have just launched their Well-Bot, an AI assistant on Facebook Messenger that is helping customers to achieve their New Year’s Resolution; to be healthier.

Organizational efficiency:

Point of sale is no longer always in-store, especially for younger generations where it is increasingly mobile; ordering from Amazon, or smaller boutique or artisan brands directly for things like coffee beans, food and recipe kits, pressed juice, olives and more…

 

How can a 130-year company approach to the changing consumer behavior?

Regarding the FCMG and how digital world redefines it, Julie Bowerman thinks a company has two options: Lead or follow. Julie Bowerman is the VP Omni-Shopper & Digital Commerce Marketing at Coca-Cola.

Big companies such as Coca-Cola or Kimberly-Clark holding brands like Coca-Cola, Kleenex or Kotex, face a big challenge: They need to work even more close with retailers. Why? As Bowerman says: “Because consumer behavior is changing so fast, so rapid, that these big companies are force to think like small brands, more flexible, focusing on thinking on consumer first, rather that brand first and the retail stores is where consumers are.”

Anthony Long, Head of Global E-commerce Strategy at Kimberly-Clark has another clue: “As companies, we cannot treat E-commerce as a channel. Nobody goes home and do e-commerce, they do shopping. E-commerce is not 10% of your sales, it is 100%, it is part of the shopping spectrum.”

Another big challenge of the FMCG sector is Amazon Fresh. Coca-cola, in words of Julie Bowerman, “we started a little bit nervous with Amazon Fresh, but little by little we started seeing the opportunity side of it, from fear to opportunity” she says. Following Bowerman’s arguments, Mr Long says “Amazon made us better shoppers and our retail partners more efficient. A message to them: Don’t throw a 20 year relationship with them just because Amazon is disrupting your model, work closely with brands to give a better experience”