While over here in Europe the manufacturers of consumer packages goods (CPG) and the online retailers still fight over every detail, from price setting and online couponing to brand operated online stores, in the US signs show that both parties work towards co-operation in the field of online sales.
A study cited by eMarketer clearly indicates what one party wants from the other side and vice versa:
While CPG manufacturers want from their e-tailers stronger shopper insights (70%), sharing of best practices (66%) and cross-merchandising recommendations (52%) the e-tailers prefer innovations (exclusive products, new product launches – 100%), exclusive “web-only” product offerings (71%), stronger brand / product representation (better images, descriptions, rich media – 67%), higher marketing investments (67%), and also stronger shopper insights (67%) from the manufacturers.
This clearly shows that e-tailers need to dive deeper into Big Data and hence are in urgent need for Analysts – two trends clearly visible today. CPG manufacturers on their side need to do their marketer homework – besides product innovations – work on the content side and Social Media. Because it is Social Media that helps brands to understand how the consumer ticks.