Consumers are increasingly eager to get as many of their requirements addressed online as possible, and firms that do not adapt risk falling behind. Colgate-Palmolive, for example, has been working to improve its digital performance across its brands. The firm has achieved particularly strong digital growth in its Hill’s Pet Nutrition division. Revenue growth management relies heavily on digital data, online media, and granular analytics. Proctor & Gamble has shifted its marketing emphasis to online channels.
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In addition, Mars launched a relationship with consumer rewards app Fetch to provide points for purchasing the company’s products when customers send in a photo of their receipts, allowing the confectionary to collect more data about how and when consumers buy their products. Keurig Dr. Pepper’s eCommerce division made a significant contribution to the company’s omnichannel success. According to PYMNTS’ ConnectedEconomyTM series, 40% of customers shop groceries online for home delivery at least once a month.
