Fmcg must dial up digital to help shopper memory

Sir, Am I the only one thinking that the writing is well and truly on the wall for those fmcg brands who aren’t currently planning to close the sales loop in digital marketing?

We know from recent news that two-thirds of Brits are shopping in Aldi or Lidl, hoovering up own-label brands along the way, and Amazon’s recent Whole Foods acquisition threatens a major grocery shakeup. Yet food and drink digital marketing remains in the dark ages.

Traditional fmcg marketing prioritises awareness, but when it’s time to make a sale such strategies mostly rely on the consumer remembering the brand when they’re next browsing for items.

New tech solutions like Amazon Dash and shoppable content can help fmcg brands create their own online shop fronts, rather than relying on memory power. Isn’t it high time brands started playing a much more active role in the path to purchase?

Richie Kelly, CEO, Adimo