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Developing seamless shopping experiences for consumer packaged goods

Article-Developing seamless shopping experiences for consumer packaged goods --  Today's connected consumers are using the Internet to make everyday purchase decisions. Yet, the majority of the brick-and-mortar retailers from whom they make their purchases continue to struggle to establish a complete online presence.

Now a new industry position paper, Digital Readiness for CPG Retailers, examines the factors that have led to the rise of the informed shopper. Published by Gladson, the leading provider of syndicated consumer package goods (CPG) product images and information, the paper also provides insights on what retailers and manufacturers need to do to develop a seamless shopping experience that will put them in the best position to earn the trust and loyalty of the informed shopper in today's digital world.

"In the Age of Informational Retailing, it is no longer enough to use advertising and marketing campaigns to influence shoppers," said Steve Cole, Chief Marketing Officer at Gladson. "Informed shoppers make purchase decisions before they reach the shelf or checkout line - decisions that are based on comprehensive information that the smartest retailers are making available online today."

One of the biggest challenges retailers and manufacturers face is a lack of consistency in CPG product data. That is a critical factor for informed shoppers; research by SymphonyIRI estimates that 65 percent of CPG shoppers prepare lists before heading to the store.

(c) 2011 Marketing Weekly News via

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