cpg brands

CPG Brands: Product Data Drives Omnichannel Growth

| Jill Mueller

Channel expansion can quickly lead to customer disappointment, poor reviews and high returns if incomplete and/or inaccurate information floods the market. For channel expansion to be successful, CPG brands need to put product data at the center of their omnichannel strategy to drive revenue growth and customer engagement.

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With Brand Loyalty, Emotion-Based Strategies Are the Future

| Michela Baxter

Loyalty programs are essential to the overall brand experience. A transactional “do/get” value exchange establishes functional bonds, but this tactic alone is not enough to build deeper emotional connections and weather future storms. Emotional loyalty strategies will be among the most successful in a post-pandemic world.

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Rising Shrinkflation and Transparency: Why It Matters

| Charles Haverfield

Some say shrinkflation is a sneaky strategy because businesses use the same packaging but give customers less, arguing it’s an attempt to deceive them. But many are making sure changes are available for consumers to see in some format. It’s the consumer’s responsibility to check the pack, but communication with buyers is key.

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Livestream Shopping: Why You Should Buy In

| Brian Cluster

The boredom of ecommerce was first identified 24 years ago when CNET proclaimed, “Ecommerce is getting boring these days, and that’s a good thing.” Enter livestream shopping, which has proven to be a great diversion and option for consumers. It energizes through a mashup of live TV shopping, social media and direct interaction.

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What’s Next for Ecommerce?

| Tyler Higgins

Even as consumers return to physical stores and discover newfound enthusiasm for in-person shopping, ecommerce will continue to grow. But several major aspects of doing business have changed for ecommerce brands – customer, competition and operations. To stay competitive, become attuned to what these mean.

DTC Warby Parker bus store

High-Flying DTC Brands Coming to Earth

| Mike O'Brien

Direct to consumer or DTC was hot as a firecracker a few years ago, as brands like Allbirds and Warby Parker flew high by bypassing the retail channel. Now the tide seems to be turning as several of these marquee DTC brands have stumbled. CNBC contributor Alex Kantrowitz helps us break it down in our MCM CommerceChat podcast.

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Marketplaces: Lessons Learned from Retailers Who’ve Been There

| Jim Stirewalt

Marketplaces are no longer just for deep-pocket companies. With headless commerce and API-driven marketplaces, and platforms like Salesforce, Adobe and Shopify, retailers looking to layer in a marketplace to sell 1P/3P products have never had it easier. Hear from two who made it happen, and what the journey looked like.

ecommerce mobile in store

Back to Ecommerce Basics: Shattering the Endless Shelf

| Justin Marshall

In ecommerce, we formerly used revenue, market share and similar metrics to gauge success. But if customer experience is going to be the touchstone of success, customer lifetime value (CLV), or the amount a brand can expect from any given customer over time, should be our guiding principle.

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Carro Drives Cross-Selling, Connects Influencers and Brands

| Mike O'Brien

Carro has created a spin on the traditional dropship model, allowing brands to easily network and cross-sell on other brands sites, while allowing social influencers to create their own marketplaces to further monetize large followings by offering recommended products on their own sites.