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Candy Companies Should Get The E-Commerce Ball Rolling Now

Candy makers need to develop an e-commerce strategy now to get a head start on developing relationships with online retailers that stock their product lines. A good example of how an early start reaps rewards is the German unit of Mars Chocolate, which has gained a lot of experience and insight since it launched a B2C website selling personalized M&M’s ( ten years ago. Confectioners should not be dissuaded by the fact that e-commerce accounted for only 4.4 percent of global FMCG sales last year. E-commerce is expected to account for nine percent of the market by 2025 ($150 billion). A Mars Germany exec says it’s a small share now but is “gathering speed so you need to act quite quickly in this area.”  [ Image credit: © Mars MyMMs ...  More

"E-Tail-Volution: Why Confectionery E-Commerce Strategies Shouldn’t Be Put on Hold",, February 10, 2017

Smartphones Will Be The Pillar Of U.K. E-Commerce By 2020

Smartphones are rapidly becoming the technological engine powering e-commerce in the U.K., according to a report from OC&C Strategy Consultants, Google and PayPal. Within three years, mobile purchases will account for two-thirds of e-commerce sales – £43 billion – up from £13.5 billion in 2016. Another £14 billion of online retail will involve a smartphone in product research and price comparison, meaning that 80 percent of all U.K. e-commerce by 2020 will be handled over a smartphone. But despite these forecasts, U.K. retailers lag behind U.S. and Asian competitors in terms of mobile readiness, the report notes.  [ Image credit: © Jason Howie  ]

"Smartphone Shopping to Account for Two Thirds of UK E-Commerce by 2020, says Google, PayPal Study", Internet Retailing, February 10, 2017

Effective Social Media Involvement Of Super Bowl 51 Fans Stretched Ad Dollars

Interactive ad strategy – use of live-streams, paid social advertising, and giveaways – were the hallmarks of successful social media and mobile campaigns for several Super Bowl 51 advertisers. Especially effective was PepsiCo’s Lady Gaga halftime show strategy for its Pepsi Zero soft drink, but Budweiser, casual dining chain Buffalo Wild Wings, and Snickers were also able to stretch their airtime ad dollars using social media. Pepsi sponsored a number of giveaways during the game in which football fans who were social media users could interact with Pepsi sites up to halftime. They were then given a chance to win merchandise by re-posting Pepsi’s tweets.   [ Image credit: © PepsiCo ]

"How Pepsi was One of Few to Leverage Mobile for Super Bowl LI", Mobile Marketer, February 07, 2017

Amazon Says List Of Users Of Payments Service Grew By 10 Million

Online retailer Amazon said more than 33 million customers have used its Amazon Payments electronic payment platform as of February 2017. Launched in 2013, the service had a cumulative total of 23 million customers in 2016. Known as Pay with Amazon, the service lets customers use their Amazon accounts to pay for purchases made on other online stores.

"Amazon Adds 10M Users to its Payments Service, Escalating PayPal Rivalry", GeekWire, February 07, 2017

Amazon's Fourth Quarter Profit Up, But Sales Disappoint

Amazon's decision to focus on revenue growth and investments rather than on heavy promotions led to a 55% jump in profits for the fourth quarter. But sales hit only the midpoint of the company target, with revenue up by $43.7 billion, a less-than-expected 22% increase from the previous quarter. CFO Brian Olsavsky says the company continues to focus and made great progress on "things we can directly control", referring to price, selection and customer experience. While many retailers turned to heavy promotions during the holidays, Olsavsky said promotions weren't a major factor in fourth-quarter revenue. Amazon continue to dominate online sales, commanding an estimated 42% of total holiday online spending growth in 2016, with Apple Inc. in
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"Amazon’s Profit Jumps, but Sales Growth Disappoints", The Wall Street Journal, February 02, 2017

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