CPG brands have long been challenged with notions of commoditization and differentiating their products on the shelf. Now they’re facing competition from new digitally native brands that build deep relationships with consumers by primarily selling online. Forward-thinking players are pioneering a new set of practices to build greater value around their core offerings, engage and serve consumers in new ways, and foster long-term loyalty among their customer base.
Monica Turner, P&G's SVP of Sales for North America, will share how P&G is meeting changing consumer expectations with brand and shopping experiences that make their lives easier and align with their values. To delight consumers in today’s rapidly changing retail environment, P&G’s approach is both high tech and high touch – leveraging the best of digitization, big data and automation while stepping up to make a positive impact on the world.
Craig Dubitsky, founder of hello products, will share how he built an oral care brand with an avid following, generating loyalty and engagement in a category that is generally not known for excitement or aesthetics, by listening to what consumers want — a brand that is friendly, transparent and ethical.