The future of e-commerce, or just “commerce,” as Robb Powell prefers to call it, is infinite. As digital options continue to grow for brands and consumers alike, Powell, president of e-commerce services at Advantage Solutions, sees a bright future for food and beverage companies.
For thirty years, Powell has provided business consulting services to mid-market organizations while producing new profits and performance improvements for clients through purposeful integration of people, technology, and business objectives.
In his session titled, “New Market Exploration: E-Commerce,” at the Specialty Food Association’s 2019 Business Summit, taking place April 7-9 in Chicago, Powell will help companies build a plan for growth into online channels.
Specialty Food News recently asked Powell about what he’s looking forward to at the Summit and what the future holds for e-commerce.
What are you most looking forward to at the 2019 Specialty Food Business Summit?
The opportunity to connect with this group of entrepreneurs, those leading the industry in new and innovative products.
What trends are on your radar for 2019?
I am very excited about how e-commerce is taking hold in foodservice as well as traditional retail. But when you consider digital as an overall trend, then we can get excited about augmented reality and the opportunities that have opened up as a result of the cameras that have been launched on every phone in the last 18 months.
Where do you see the future of e-commerce heading?
E-commerce is emerging as a key driver for CPG as a whole. Somewhere around 85 percent of all CPG growth in 2019 is expected to come from digital. And most major retailers are claiming that over 70 percent of the in-store purchases are influenced by digital. So, given these trends . . . is it e-commerce or just commerce? Personally, I think it is time to drop the “e” and just focus on growing commerce, regardless of where or how it happens.
What advice would you give to companies just starting out?
It’s about the focus and attention to the details. Just as you agonized around the process of developing your unique product, you need the same kind of focus on the retail execution. E-commerce isn’t just about putting a product online, just like placing a product on a shelf isn’t enough to drive adoption. There are many tools to employ, but that doesn’t mean just letting some third-party place it online. Pay attention to every aspect; the content, the graphics, reviews, and questions consumers are asking you, the search strategy, and the way your brand is handled by the third parties of the world.
from Specialty Food News http://bit.ly/2MRtkqD
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