In this episode, PepsiCo's Celso Borges Shimabukuro discusses how convenience drives consumer behavior in the CPG industry. He covers the digital transformation accelerated by the pandemic, the challenges and opportunities of e-commerce and D2C models, and the strategic role of automation in reducing costs. This episode offers key insights for CPG brands looking to adapt their strategies to evolving consumer expectations and retail landscapes.
Key takeaways
Prioritize D2C strategies: Learn from PepsiCo's experience in navigating the complexities of direct-to-consumer models to maintain brand control and consumer relationships.
Leverage automation for cost reduction: Implement automation in your supply chain and operations to reduce costs and enhance efficiency, a critical factor in competitive pricing strategies.
Optimize for convenience: Analyze and integrate convenience into every aspect of your customer journey, from product discovery to delivery, mirroring successful CPG strategies.
Engage consumers through personalized experiences: Develop strategies for deep consumer engagement through various digital channels, moving beyond traditional marketing to build lasting relationships.
Monitor aggregator models: Understand the impact and potential of retail aggregator models on distribution and market reach, and assess opportunities for collaboration or competition.
In this episode of Commerce Talks with Alexander Graf, I sit down with Celso Borges Shimabukuro from PepsiCo to explore the transformative power of convenience in consumer behavior. We delve into the digital evolution of the CPG industry, particularly during the pandemic, and how PepsiCo has navigated these changes. Celso shares insights on the rise of e-commerce, the challenges of direct-to-consumer models, and the importance of consumer engagement. We also discuss the future of retail models, including the aggregator model's current traction and the potential for automation to reduce costs. Join us as we examine how convenience and pricing dynamics shape consumer choices and the strategic pivots necessary for success in this rapidly evolving market.
Frequently asked about this episode
What does this episode say about consumer behavior?
Prioritize D2C strategies: Learn from PepsiCo's experience in navigating the complexities of direct-to-consumer models to maintain brand control and consumer relationships.
What does this episode say about digital transformation?
Leverage automation for cost reduction: Implement automation in your supply chain and operations to reduce costs and enhance efficiency, a critical factor in competitive pricing strategies.
What does this episode say about e-commerce & d2c?
Optimize for convenience: Analyze and integrate convenience into every aspect of your customer journey, from product discovery to delivery, mirroring successful CPG strategies.
What does this episode say about retail strategy?
Engage consumers through personalized experiences: Develop strategies for deep consumer engagement through various digital channels, moving beyond traditional marketing to build lasting relationships.
What does this episode say about consumer behavior?
Monitor aggregator models: Understand the impact and potential of retail aggregator models on distribution and market reach, and assess opportunities for collaboration or competition.
