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CPG Ecommerce Channels Like Amazon Lack Data Visibility
But brand-owned ecommerce can't compete on scale, says popchips
As ecommerce ramps up in the packaged foods sector, CPG marketers must enter this new playing field where the competition for consumers’ attention is fierce. eMarketer’s Tricia Carr spoke with Marc Seguin, CMO of snackmaker popchips, about how the brand balances first-party and third-party ecommerce so it can effectively and efficiently fight to stand out in the digital aisle.
What’s the biggest challenge that has emerged for popchips with the growth of ecommerce in the grocery sector?
The biggest strategic challenge we’re faced with is: Do we invest in our own ecommerce platform and build out a controlled environment, or do we go with a platform like Amazon to tap into their giant scale?
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