{"id":1682,"date":"2016-06-21T10:27:53","date_gmt":"2016-06-21T18:27:53","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=1682"},"modified":"2021-10-07T16:22:38","modified_gmt":"2021-10-08T00:22:38","slug":"top-tech-trends-for-cpg-suppliers","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/top-tech-trends-for-cpg-suppliers\/","title":{"rendered":"Top Tech Trends for CPG Suppliers"},"content":{"rendered":"<p><span class=\"dropcap\">F<\/span>aced with fierce competition from consumer goods giants, how can smaller suppliers level the playing field?<\/p>\n<p>Easy: by strategically embracing technology.<\/p>\n<p>Technology helps suppliers stand out and counter such retail pressures as changing consumer demographics, reduced brand loyalty, increased digital commerce and more demanding customers. It also helps suppliers engage consumers and retailers, and boost profitability.<\/p>\n<p>The following four technology trends can help suppliers get their terrific products onto retailers\u2019 radars, shelves and e-commerce sites, and into consumers\u2019 hands.<\/p>\n<ol>\n<li><strong>Digital Content for Search<\/strong><br \/>\n<span class=\"pull-right\">Including digital content in your marketing strategy will help ensure your products show up on shoppers\u2019 digital and mobile search results.<\/span>To help consumers find your products through online search, use digital and social media marketing. Share product-specific content such as images, descriptions, specifications, reviews, testimonials, case studies, how-to-use videos and local search marketing to show the closest retailers that carry your product.<\/p>\n<p>Why does digital content matter so much? Consider the facts:<br \/>\n<strong>&#8211;<\/strong> 92% of customers read online reviews (vs. 29% in 2010).<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_1');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_1');\" ><sup id=\"footnote_plugin_tooltip_1682_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_1\" class=\"footnote_tooltip\"> Larosa, Susanna. The Importance of Getting Reviews for Your Business. 4theWeb.com. October 22, 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><br \/>\n<strong>&#8211;<\/strong> 55% of shoppers say online reviews influence their buying decision.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_2');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_2');\" ><sup id=\"footnote_plugin_tooltip_1682_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_2\" class=\"footnote_tooltip\">Lunka, Ryan. Retail Data: 100 Stats About Retail, eCommerce &amp; Digital Marketing. N Channel. July 9, 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><br \/>\n<strong>&#8211;<\/strong> 62% of Millennials believe online content drives brand loyalty, and this lucrative cohort will spend $65 billion on consumer packaged goods (CPG) over the next decade.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_3');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_3');\" ><sup id=\"footnote_plugin_tooltip_1682_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_3\" class=\"footnote_tooltip\"> Fromm, Jeff. Six Trends CPG Brands Must Embrace To Win With Millennials. Forbes. February 18, 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_4');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_4');\" ><sup id=\"footnote_plugin_tooltip_1682_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_4\" class=\"footnote_tooltip\">Lunka, Ryan. Retail Data: 100 Stats About Retail, eCommerce &amp; Digital Marketing. N Channel. July 9, 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Including digital content in your marketing strategy will help ensure your products show up on shoppers\u2019 digital and mobile search results, boosting your brand awareness, engagement and likelihood of sales<a href=\"https:\/\/www.rangeme.com\/blog\/engage-shoppers-with-omnichannel-personalization-part-2\/\"> in stores and online<\/a>.<\/li>\n<li><strong>Image Recognition<\/strong><br \/>\nConsumer goods suppliers are taking advantage of the ubiquity of the mobile phone \u2013 specifically the images consumers take and share on their smartphones. Through image recognition technology, a specialized form of <a href=\"https:\/\/www.rangeme.com\/blog\/hot-trends-in-shopper-technology\/\">artificial intelligence<\/a>, new retail apps allow users to upload a picture\u2014such as an attractive shirt they saw someone wearing on the subway. The app then matches the image with the nearest similar product.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_5');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_5');\" ><sup id=\"footnote_plugin_tooltip_1682_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_5\" class=\"footnote_tooltip\">Donovan, John. The New Kid on the Marketing Block. CMO. June 6, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> This emerging trend matters, as the total market for computer vision technology is expected to reach over $33 billion by the end of the decade, so suppliers need to understand its impact on the retail sector.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_6');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_6');\" ><sup id=\"footnote_plugin_tooltip_1682_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_6\" class=\"footnote_tooltip\">Pritchard, Greg. Image Science: The Next Big Bang in Digital Marketing. Advertising Week. May 4, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<li><strong>Crowdsourcing<\/strong><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1695 alignleft\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/store-shopping-with-phone-300x169.jpg?auto=format%2Ccompress\" alt=\"Mobile in-store\" width=\"300\" height=\"169\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/store-shopping-with-phone-300x169.jpg?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/store-shopping-with-phone-300x169.jpg?w=1024 1024w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/store-shopping-with-phone-300x169.jpg?w=600 600w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/store-shopping-with-phone-300x169.jpg?w=1200 1200w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/store-shopping-with-phone-300x169.jpg?w=1300 1300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/store-shopping-with-phone-300x169.jpg?w=1920 1920w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>To rapidly drive product innovation and boost engagement, suppliers are using digital and social technology to request and receive input directly from consumers, a practice called crowdsourcing. Crowdsourcing allows suppliers to harness \u201cthe power of the crowd\u201d to generate new product ideas.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_7');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_7');\" ><sup id=\"footnote_plugin_tooltip_1682_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_7\" class=\"footnote_tooltip\">UBC Sauder. What\u2019s Next: Katherine White on branding in an increasingly social world. June 13, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> For instance, brewing giant Anheuser-Busch surveyed 25,000 consumers for feedback on 12 possible flavors, which resulted in a new beer, Black Crown.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_8');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_8');\" ><sup id=\"footnote_plugin_tooltip_1682_1_8\" class=\"footnote_plugin_tooltip_text\">8<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_8\" class=\"footnote_tooltip\">Morton, Michael. Driving Innovation With Crowdsourcing. Entrepreneur. August 12, 2014.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_8').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_8', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Crowdsourcing encourages dialogue, deepens engagement and provides powerful market intelligence.<\/li>\n<li><strong>Supply Chain Data Sharing<\/strong><br \/>\nTo improve forecasting, minimize inventory levels and reduce stock-outs, suppliers are embracing demand-driven supply-chain systems. These systems allow suppliers to integrate near-real-time demand data with traditional forecasts, and share product data with retailers.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_9');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_9');\" ><sup id=\"footnote_plugin_tooltip_1682_1_9\" class=\"footnote_plugin_tooltip_text\">9<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_9\" class=\"footnote_tooltip\">Chandrasekaran, Sirish, Robert Levin, Harry Patel, and Roger Roberts. Winning with IT in consumer packaged goods: Seven trends transforming the role of the CIO. McKinsey &amp; Company. March 2013<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_9').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_9', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Proactive product information sharing matters, as consumers now demand <a href=\"https:\/\/www.rangeme.com\/blog\/transparency-builds-brand-trust\/\">transparency<\/a> and want to know <a href=\"https:\/\/www.rangeme.com\/blog\/local-products-loyal-shoppers\/\">exactly where their products come from<\/a>. Also, as consulting firm EY states, \u201c\u2026 data sharing is critical\u201d among suppliers and retailers, as it supports agile supply chain management.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_10');\" onkeypress=\"footnote_moveToReference_1682_1('footnote_plugin_reference_1682_1_10');\" ><sup id=\"footnote_plugin_tooltip_1682_1_10\" class=\"footnote_plugin_tooltip_text\">10<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1682_1_10\" class=\"footnote_tooltip\">Re-engineering the supply chain for the omni-channel of tomorrow: Global consumer goods and retail omni-channel supply chain survey EY. February 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1682_1_10').tooltip({ tip: '#footnote_plugin_tooltip_text_1682_1_10', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Such open communication can help your company elevate its relationship status with retailers from a vendor to a long-term, strategic partner.<\/li>\n<\/ol>\n<p>To build relationships with consumers and retailers, consumer goods suppliers need to invest in technology. Such innovation is expected by today\u2019s increasingly tech-savvy shoppers, so keep pace with these trends to drive brand awareness, engagement and sales.<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_1682_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_1682_1();\">[<a id=\"footnote_reference_container_collapse_button_1682_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_1682_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_1');\"><a id=\"footnote_plugin_reference_1682_1_1\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1<\/a><\/th> <td class=\"footnote_plugin_text\"> Larosa, Susanna. The Importance of Getting Reviews for Your Business. 4theWeb.com. October 22, 2015.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_1682_1_2\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_2');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2,<\/a> <a id=\"footnote_plugin_reference_1682_1_4\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_4');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4<\/a><\/th> <td class=\"footnote_plugin_text\">Lunka, Ryan. Retail Data: 100 Stats About Retail, eCommerce &amp; Digital Marketing. N Channel. July 9, 2015.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_3');\"><a id=\"footnote_plugin_reference_1682_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\"> Fromm, Jeff. Six Trends CPG Brands Must Embrace To Win With Millennials. Forbes. February 18, 2015.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_5');\"><a id=\"footnote_plugin_reference_1682_1_5\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5<\/a><\/th> <td class=\"footnote_plugin_text\">Donovan, John. The New Kid on the Marketing Block. CMO. June 6, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_6');\"><a id=\"footnote_plugin_reference_1682_1_6\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6<\/a><\/th> <td class=\"footnote_plugin_text\">Pritchard, Greg. Image Science: The Next Big Bang in Digital Marketing. Advertising Week. May 4, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_7');\"><a id=\"footnote_plugin_reference_1682_1_7\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7<\/a><\/th> <td class=\"footnote_plugin_text\">UBC Sauder. What\u2019s Next: Katherine White on branding in an increasingly social world. June 13, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_8');\"><a id=\"footnote_plugin_reference_1682_1_8\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>8<\/a><\/th> <td class=\"footnote_plugin_text\">Morton, Michael. Driving Innovation With Crowdsourcing. Entrepreneur. August 12, 2014.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_9');\"><a id=\"footnote_plugin_reference_1682_1_9\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>9<\/a><\/th> <td class=\"footnote_plugin_text\">Chandrasekaran, Sirish, Robert Levin, Harry Patel, and Roger Roberts. Winning with IT in consumer packaged goods: Seven trends transforming the role of the CIO. McKinsey &amp; Company. March 2013<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1682_1('footnote_plugin_tooltip_1682_1_10');\"><a id=\"footnote_plugin_reference_1682_1_10\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>10<\/a><\/th> <td class=\"footnote_plugin_text\">Re-engineering the supply chain for the omni-channel of tomorrow: Global consumer goods and retail omni-channel supply chain survey EY. 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