November 17, 2004

CPG Promotions For The Multichannel Consumer

by Christine Spivey Overby

with Charles P. Wilson, Sharyn Leaver, Sean Meyer

Executive Summary (This is a document excerpt)

Grocery shoppers now move from offline to online channels with ease and regularity. Sixty-four percent have researched some type of product — CPG or otherwise — online and then purchased that same product offline. While more of these shoppers go online to research non-CPG products like consumer electronics and automobiles, some also research high-value CPG categories like health and beauty. Furthermore, their multichannel shopping habits have influenced their attitudes toward CPG coupons, samples, and loyalty programs that support targeted promotions. To create effective multichannel promotions that reach these consumers, CPG brands need to consider the impact of channel roles, product replenishment, and retail partnerships. Who's likely to do this well? Companies with cultures that emphasize collaboration like Procter & Gamble, and those that have digital marketing and measurement expertise like Georgia-Pacific and Kellogg.

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