Consumer Goods Companies Are Increasingly Going Direct to Consumers
By Michael Seback on Feb 28, 2012
A recent study conducted by the Economist Intelligence Unit (EIU) and sponsored by Oracle Consumer Goods found that Consumer Goods (CG) companies are increasingly experimenting with new ways to establish and enhance direct, two-way relationships with consumers.
The report found that the use of social and mobile channels are increasingly helping CG companies become more comfortable with the direct-to-consumer selling model, with the number of companies selling products directly to consumers expected to increase from 24 percent to 41 percent over the next 12 months. In addition, 74 percent of CEO-level respondents say social media is a priority for increasing loyalty over the next 12 months.
Despite the growing social and mobile marketing trend, survey respondents and other CG executives see their nascent e-commerce efforts as complementary to, not competing with, existing retail channels, but are committed to expanding their direct-to-consumer strategies. A full copy of the results is available here: “New Directions: Consumer Goods Companies Hone a Cross-Channel Approach to Consumer Marketing” report