The Digital Shelf for CPG Brands 2022

Expert Strategies to Boost Growth—and Influence Brick-and-Mortar Retail

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About This Report
The digital shelf has grown more competitive for CPG brands amid the rise of grocery ecommerce and increasing retail media ad spend.
Table of Contents

Executive Summary

As grocery ecommerce approaches 10% of category retail sales, winning at the digital shelf is more critical than ever for consumer packaged goods (CPG) brands. Mastering the right strategies for ecommerce visibility and discoverability can boost sales and improve long-term market share.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Which retail media networks should CPG brands focus on for ecommerce sales?
  2. What are the factors affecting retail media ad performance, and who wins at the digital shelf?
  3. What are the content and advertising strategies CPG brands should use to manage the digital shelf?

WHAT’S IN THIS REPORT? A look into the growing importance of digital shelf management for CPG brands and strategies to maximize sales in this fast-growing channel.

KEY STAT: US grocery ecommerce will approach 10% penetration of a $1.410 trillion retail category this year, underscoring the critical importance of digital shelf management.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

13charts

Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The Digital Shelf Opportunity
    4. Key Players in the Digital Shelf for CPG Brands
    1. Disruptive Trends and Opportunities
    2. Acting on the Opportunities: How to Win the Digital Shelf
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Mike Black
    Profitero
    CMO
    Interviewed August 5, 2022
    John Denny
    CAVU Ventures
    Vice President, Ecommerce and Digital Marketing
    Interviewed August 9, 2022
    Russ Dieringer
    Stratably
    Founder and CEO
    Interviewed August 8, 2022
    Jehan Hamedi
    Vizit
    Founder and CEO
    Interviewed July 29, 2022
    Todd Hassenfelt
    Colgate-Palmolive
    Ecommerce Director, Growth Strategy and Planning
    Interviewed August 1, 2022
    Julie Liu
    Ghirardelli Chocolate Company
    National Manager, Commerce Media
    Interviewed August 4, 2022
    Patrick Miller
    Edge by Ascential
    Co-President, Digital Commerce
    Interviewed August 9, 2022

    authors

    Andrew Lipsman

    Contributors

    Bianca Carasus
    Researcher
    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Blake Droesch
    Analyst
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