1. CPG Manufacturers
Should Do More
DTC/Direct Sales
Dr. Augustine Fou
http://linkd.in/augustinefou
March 2013.
-1- Augustine Fou

2. Online CPG Sales Jumping Up
Source: Nielsen, via eMarketer Oct 2012
-2- Augustine Fou

3. Incentives to Shop CPG Online
Source: Integrated
Marketing Services via
eMarketer, May 2012
-3- Augustine Fou

4. Stronger Shopper Insights from
Digital/eCommerce
Sharing shopper insights, offering
cross-merchandising opportunities
and giving consumers auto-
replenishment and shopping list
applications on their sites are ways
etailers can help brands increase
sales, according to a Q2 2012
survey of manufacturers conducted
by etailing solutions.
Source: etailing
solutions via
eMarketer July 2012
-4- Augustine Fou

5. Examples
From Different Industries
-5- Augustine Fou

6. L’Oreal – direct sales via site
Tuesday 5 February 2013
The cosmetics company L’Oréal Paris has announced that it will
launch its own online store, where its entire product line will be
available for purchase. While most luxury cosmetic brands in
France have widely been available online for some time, many
mass market cosmetic brands have avoided setting up their own
on-line shops so as to not upset their all-powerful mass retail
clients.
-6- Augustine Fou

7. Intuit >50% via e-commerce
From boxed Online
software at e-commerce
Costco
-7- Augustine Fou

8. Digitally Mature Companies
Significantly Outperform Everyone Else
High technology
Banking
Insurange
Travel/Hospitality
Telecom
Retail
Consumer Goods
Utilities
Manufacturing
Pharmaceuticals
Source: Cap Gemeni Consulting, Nov 2012
-8- Augustine Fou

9. Related Articles
Manufacturers Go Direct
By: Augustine Fou, Nov 9, 2012
Digital Maturity by Industry
By: Augustine Fou, Nov 7, 2012
Digital is a Philosophy
By: Augustine Fou, March 31, 2011
-9- Augustine Fou

10. Dr. Augustine Fou – Chief Digital Strategist
“I help clients leverage digital
tools and techniques to create
sustainable competitive
advantage.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
- 10 - Augustine Fou

11. APPENDIX
- 11 - Augustine Fou

12. Percent of Sales via Ecommerce
by Industry, in UK
Music – 80%
Books – 53%
Electricals – 42%
Clothing – 14%
Housewares – 11%
Furniture – 6%
DIY & Gardening 5%
Food – 5%
Health & beauty 5%
Source: eMarketer, Dec 2012
- 12 - Augustine Fou

13. Growth in UK Online Buyers
Source: eMarketer, Dec 2012
- 13 - Augustine Fou

14. UK Retail Ecommerce Sales
Source: eMarketer, Dec 2012
- 14 - Augustine Fou