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CPG Manufacturers Should Do More DTC Direct Sales by Augustine Fou
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CPG Manufacturers Should Do More DTC Direct Sales by Augustine Fou


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  • 1. CPG ManufacturersShould Do MoreDTC/Direct Sales Dr. Augustine Fou March 2013.-1- Augustine Fou
  • 2. Online CPG Sales Jumping Up Source: Nielsen, via eMarketer Oct 2012-2- Augustine Fou
  • 3. Incentives to Shop CPG Online Source: Integrated Marketing Services via eMarketer, May 2012-3- Augustine Fou
  • 4. Stronger Shopper Insights fromDigital/eCommerce Sharing shopper insights, offering cross-merchandising opportunities and giving consumers auto- replenishment and shopping list applications on their sites are ways etailers can help brands increase sales, according to a Q2 2012 survey of manufacturers conducted by etailing solutions. Source: etailing solutions via eMarketer July 2012-4- Augustine Fou
  • 5. ExamplesFrom Different Industries-5- Augustine Fou
  • 6. L’Oreal – direct sales via site Tuesday 5 February 2013 The cosmetics company L’Oréal Paris has announced that it will launch its own online store, where its entire product line will be available for purchase. While most luxury cosmetic brands in France have widely been available online for some time, many mass market cosmetic brands have avoided setting up their own on-line shops so as to not upset their all-powerful mass retail clients.-6- Augustine Fou
  • 7. Intuit >50% via e-commerce From boxed Online software at e-commerce Costco-7- Augustine Fou
  • 8. Digitally Mature CompaniesSignificantly Outperform Everyone Else High technology Banking Insurange Travel/Hospitality Telecom Retail Consumer Goods Utilities Manufacturing Pharmaceuticals Source: Cap Gemeni Consulting, Nov 2012-8- Augustine Fou
  • 9. Related Articles Manufacturers Go Direct By: Augustine Fou, Nov 9, 2012 Digital Maturity by Industry By: Augustine Fou, Nov 7, 2012 Digital is a Philosophy By: Augustine Fou, March 31, 2011-9- Augustine Fou
  • 10. Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to create sustainable competitive advantage.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: Slideshares: LinkedIn: 10 - Augustine Fou
  • 11. APPENDIX- 11 - Augustine Fou
  • 12. Percent of Sales via Ecommerceby Industry, in UK Music – 80% Books – 53% Electricals – 42% Clothing – 14% Housewares – 11% Furniture – 6% DIY & Gardening 5% Food – 5% Health & beauty 5% Source: eMarketer, Dec 2012- 12 - Augustine Fou
  • 13. Growth in UK Online Buyers Source: eMarketer, Dec 2012- 13 - Augustine Fou
  • 14. UK Retail Ecommerce Sales Source: eMarketer, Dec 2012- 14 - Augustine Fou