Channel Migration: The Road to Growth has many Lanes

The economy is stabilizing and optimism is spreading. Still, four in ten consumers remain financially challenged, and many are still entrenched in conservative shopping behaviors. CPG sales trends are stagnant, with dollar sales growth largely driven by price increases.

And, the shopper journey has become complex – consumers have more choices than ever in today’s omni-channel marketplace. Mobile and digital technology is exploding, generating vast volumes of data on consumer shopping preferences and behaviors. Critical to success is the ability to harness and transform these abundant data into insights. These insights must be the foundation for carefully targeted marketing programs that demonstrate a concrete understanding of channel usage patterns of marketers’ most valuable shoppers.

To provide a framework for protecting and growing share of the nearly $737 billion CPG marketplace, IRI conducted a granular analysis of consumers’ evolving path to purchase and its impact on existing and emerging channel trends. Ultimately, to drive consumer loyalty and margin growth, you need to give shoppers control to find solutions that are simple, convenient and affordable for them.

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