Created on 1/19/2015 2:48:42 PM
January 19, 2015 -- Food & Consumer Products of Canada’s second annual Digital Insights event brought top industry experts together who urged members and retailers that e-commerce is not just about sales, but the overall brand experience and its impact on consumers and the business.
Eric Ashworth, SGK Inc.
“You have to be prepared to adapt, don’t be slow, don’t be hesitant,” says Eric Ashworth, President of SGK Inc. explaining the need to rethink the brand experience holistically. "The challenge will be for CPGs to adapt different ways to connect with consumers – creating a deeper – more intimate relationship.”
Experts shared their unique perspective about the latest trends and insights on creating a more robust Canadian e-commerce market – which is poised to more than double by 2016.
"From a brand perspective we want a seamless interaction with our items across different platforms,” added Jessica Armstrong, Head of Digital-eCommerce at Unilever Canada, who spoke with Ben Zifkin, CEO of Hubba, disclosing how the two work together creating brand continuity across Omni-channel commerce.
Gaurav Sharma, Senior Director Marketing at Grand & Toy said, “25 per cent of online spending by Canadians goes through international websites.” The opportunity for Canadian e-tailers to compete with digital markets around the world is now, beginning with investing in their e-commerce channels or fear being left behind.
Jessica Armstrong, Unilever Canada
Natasha Walji, Head of Industry, CPG, at Google Canada explained the importance of knowing your consumer’s behaviours online, and using the right tools to reach your most profitable audience, “The path to purchase is no longer linear; technology has completely transformed the way we reach audiences.” Walji provided case studies of companies using their analytics to leverage data and drive new markets.
To wrap-up the morning, the audience had an opportunity to ask specific questions to an expert panel. The panel was moderated by Lino Casalino, Partner Consulting & Deals of PwC Canada and included Jessica Armstrong from Unilever Canada, Todd Fisher, Sales Director, Kimberly-Clark Canada and Albert Pho, Senior Strategist, Strategy& Digital, from PwC Strategy& Inc. There was a high level of collaboration in the room as attendees freely engaged in conversation with the experts.
Lino Casalino, PwC Canada, Todd Fisher, Kimberly-Clark Canada, Jessica Armstrong, Unilever Canada, Albert Pho, PwC Canada
The afternoon was dedicated to an exclusive information session with Robin Sherk, Director Retail Insights at Kantar Retail. She delved deeper into the best practices of Amazon.ca and Walmart.ca, providing a better understanding their digital strategies and what to anticipate in the coming years.
Natasha Walji, Google Canada, Eric Ashworth, SGK Inc., Richard Bond, Abbott Nutrition Canada
Other expert speakers included Anthony Han, Founder & Executive Director, iOPW, who explained the benefits of user Member feedback reveals the speakers were informative, knowledgeable and provided a cross-section of critical and timely information needed to help members build their digital platforms as they continue to prepare for the next generation of retail. generated content as part of an online strategy. Steven Treppo, Vice President, Strategy& - Consumer and Retail at PwC Strategy& Inc. presented, with Albert Pho, the necessary considerations to succeed and drive value in eGrocery. Brent Edwards, Manager, Product Development at Advantage revealed results of Advantage’s flagship service Advantage Report™ (Retailer Feedback for Suppliers) and the Advantage Mirror Report (Supplier Feedback for Retailers).
Member feedback reveals the speakers were informative, knowledgeable and provided a cross-section of critical and timely information needed to help members build their digital platforms as they continue to prepare for the next generation of retail.
To learn about upcoming FCPC events click here.
Thank you to our sponsors:
Food & Consumer Products of Canada is Canada's largest industry association representing the companies that manufacture and distribute the vast majority of food, beverage and consumer goods found on store shelves. Our industry provides jobs to 300,000 Canadians - the most in all manufacturing sectors - and creates hundreds of thousands of spin-off jobs. Our economic impact is huge and we export to 190 countries. Our members include small and large; multi-national and Canadian-owned companies. Learn more at www.fcpc.ca and follow us at @FCPC1
Senior Director, Communications
Food & Consumer Products of Canada