Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

What You Sold Us On – eCommerce Award Finalist Selections

Posted on: 17 July '14

In May we posted a blog entry, Selling Us On How You Sell, announcing a new e-commerce award that Mindtree incubated with IGD, the membership organization for the retail and consumer goods industries. Along with that announcement we offered a challenge – for CPG and retail companies to submit their work for review and consideration under this award.

I’m happy to say that the strong response kept us very busy and made for some tough decisions, with submissions from premiere retail and CPG companies. We have announced which companies were chosen as finalists, so in this post I would like to discuss some of the key factors and trends that stood out among those chosen as finalists.

Channel Management – We had entries from both retailers and CPGs, and for some CPGs it’s just not feasible to sell direct-to-consumer. Among these companies, those with a strong Channel Management approach, or who displayed a dedication to the importance of Channel Management, stood out from the pack.

Direct-to-Consumer Strategies – Among CPGs who do have a viable opportunity to sell direct-to-consumer, we noticed two distinct trends, indicating that one size may not fit all. Some companies prefer to create their own platforms for selling directly to consumers, and depending on volume they have either brought these platforms in-house or are using SaaS platforms. Meanwhile, other companies use established marketplaces instead (such as Amazon) to drive e-commerce in a way that tends to be less expensive, without the marketing costs associated with raising consumer awareness about native platforms.

Content-Led Marketing – Creative, engaging content as marketing is no longer just the domain of fashion retail – it is now finding it’s way into other areas. Companies are using content to engage, inspire, or educate the consumer before prompting or coupons leading them to buy, and it’s resulting in a lot of commerce.

Named Consumers and CRM – Companies who are able to interact, understand or observe a named consumer is proving to be of great value. These allow companies to find unique insights about their products, consumer behavior and affinities. In today’s landscape strong shopper awareness is one of the best paths to growth because it can greatly improve customer relationship management.

So, to sum up what we learned in a very quick statement, it’s that content, customer relationship management, and commerce is the trinity that’s driving online revenue.

Anshuman Singh

Anshuman Singh is General Manager & European Head of the Digital Business & Consulting Group at Mindtree.