This episode offers a deep dive into how a CPG giant like Hershey's navigates the digital landscape. It explores their strategies for online sales, managing temperature-sensitive products in e-commerce, and competing with challenger brands. Operators will learn about Hershey's robust data strategy and gain insights into the future of digital grocery, providing a valuable case study for adapting traditional businesses to the digital age.
Key takeaways
Traditional CPG brands must develop sophisticated digital footprints encompassing direct-to-consumer and marketplace strategies to remain competitive against digitally native challenger brands.
Selling temperature-sensitive products online requires innovative logistical solutions and supply chain adaptations to maintain product integrity and meet consumer expectations.
A comprehensive data strategy is crucial for CPG companies to understand evolving consumer behavior, personalize experiences, and inform business decisions in the digital grocery space.
Incumbent brands can leverage their scale and existing brand recognition by integrating advanced analytics and digital marketing to compete effectively with agile, digital-first brands.
The future of digital grocery will be shaped by continuous innovation in e-commerce platforms, last-mile delivery, and personalized consumer experiences, requiring CPGs to invest in new technologies and partnerships.
EP193 - Hershey's CDO Doug Straton Doug Straton, Chief Digital Officer at The Hershey Company. In this broad-ranging interview, we discuss Hershey's digital footprint, the challenges of temperature-sensitive products, incumbents versus challenger brands, Amazon, Hershey's data strategy, and the future of digital grocery. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 193 of the Jason & Scot show was recorded on Tuesday September 17th, 2019, live from the Grocery Shop trade show in Las Vegas, NV. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.
Traditional CPG brands must develop sophisticated digital footprints encompassing direct-to-consumer and marketplace strategies to remain competitive against digitally native challenger brands.
What does this episode say about amazon & marketplaces?
Selling temperature-sensitive products online requires innovative logistical solutions and supply chain adaptations to maintain product integrity and meet consumer expectations.
What does this episode say about supply chain & operations?
A comprehensive data strategy is crucial for CPG companies to understand evolving consumer behavior, personalize experiences, and inform business decisions in the digital grocery space.
What does this episode say about brand & content?
Incumbent brands can leverage their scale and existing brand recognition by integrating advanced analytics and digital marketing to compete effectively with agile, digital-first brands.
What does this episode say about dtc strategy?
The future of digital grocery will be shaped by continuous innovation in e-commerce platforms, last-mile delivery, and personalized consumer experiences, requiring CPGs to invest in new technologies and partnerships.
