As consumers increasingly turn to digital technology for their shopping needs, the modes of traditional merchandising for consumer packaged goods (CPGs) is not as clean cut as it once was. Instead, brand owners are finding ways to amalgamate the benefits of traditional merchandising with the growing influence of digital.
Anna Garcia, director of trade and shopper marketing for Austin, Texas-based Nutrabolt, and Hagen Panton, vice president of sales capability for C4, a brand of Nutrabolt, highlight the impact of mobile phones on today’s shopping patterns.