FMCG brands have historically generated the lion’s share of their sales offline, with consumers typically buying their groceries, toiletries and other consumables from supermarkets or third-party retail stores.
In recent years, however, the rise of digital technologies has resulted in changing consumer expectations and a greater demand for convenience, better brand relationships, and an omni-channel experience.
According to Kantar Worldwide, global FMCG online sales grew seven times faster than total FMCG sales in the year ending June 2019. But it’s not just ecommerce that brands are investing in; FMCG brands reportedly spent an average of $79bn on digital marketing in 2018.
So, what impact is digital having on customer experience for FMCG brands?