End of the Endless Aisle: Applying Category Management Principles to the Online Channel
Vice President, eCommerce Business Consulting Services
With CPG/FMCG eCommerce passing the so-called tipping point, online is having a major impact for CPG/FMCG manufacturers, with sales growing much faster than in-store revenues, and the web having an ever greater influence on traditional brick and mortar sales. “Set it and forget it” is no longer sufficient to compete online. To achieve success, manufacturers need to ensure that they are applying best-in-class techniques to reach consumers online. From the largest manufacturers, to the smallest, online-only brands, early adopters have reshaped the landscape by focusing on elements that influence purchase decisions to grab more than their fair share.
Listen to The End of the Endless Aisle: Applying Category Management Principles to the Online Channel on-demand webinar and learn:
- The underlying dynamics that make managing the online channel radically different from brick and mortar
- How to map Category Management principles to online levers
- Techniques to achieve Best in Class Online Category Management
About the Presenter:
Danny Silverman is Vice President, eCommerce Business Consulting Services for Clavis Insight. Danny is a global CPG / FMCG eCommerce business strategy and sales expert with over 10 years of industry experience. Throughout his career, he has helped brands enhance equity and drive sales at online retailers with data driven insights and experience informed action.