Selling through eCommerce with Mars Wrigley Confectionery and e.fundamentals
It’s an exciting time for retail. Once upon a time companies used to respond with ‘that’s not how we do things’ to now responding with ‘how can we do this and do it better?’ The reality is, if you don’t respond that way you’ll get beaten by those who are adapting, growing and experimenting.
The Grocer Conference on 12th Mar 2019 bought together a powerhouse of brands and retailers to explore this approach further. John Lewis, Ocado, Sainsburys and Reckitt Benckiser were some of the companies sharing insight into how technology is accelerating retail growth.
Where eCommerce is concerned, Mars Wrigley Confectionery eCommerce Director, Keng Zhing NG joined e.fundamentals CEO John Maltman to talk with brand owners candidly about what it takes to play successfully in the online space. They pointed out that in this environment aiming for growth alone isn’t enough; It’s got to be about winning and winning profitably.
The impact of digital disruption In the current hyper competitive and saturated market, John argued all businesses should have in place three things:
1. Clear strategies and programmes to win share through online retailers
2. The tools to manage the mix of effort driving profitability via category strategy
3. Sales and marketing functions that are equipped with the tools and skills to work in the omni-channel