We provide the order management tools and services that empower
you to take control of the wheel, and drive the success
of your business, from anywhere.
YOU’RE THE BEST QUALIFIED DRIVER!
Call to find out how OrderLogix can
put you in the driver’s seat.
presence and used the web to;drive sales.
One example: Dollar Shave Club, the
subscription-based razor company.
“Razors are a good example where on-
line works well because subscriptions en-
courage more online purchases based on
predictable replenishment schedule;and
product economics are favorable — mar-
gin and shipping,” Bishop says.;
Samir Bhavnani, vice president of
consumer insights at 1010data, a data
analytics firm in New York, also agrees
with the convenience theory.
“During the past few years, shipping
has become so fast that in many instances
it’s not a matter of days but a matter of
hours before you get what you need,”
Bhavnani says. “Also, leadership at major
CPGs has finally accepted that digital
commerce isn’t a fad and it isn’t a niche.
CPGs are devoting major dollars both in
marketing and staffing dedicated to growing online sales.”
Bricks Are Still Solid
While many insiders say online is the
logical place for CPGs to focus on and
invest in, they shouldn’t totally shun
brick-and-mortar in favor of Amazon;or
In fact, a full 97 percent of all CPG
Acosta says while consumers are
warming up to buying CPGs online,
retailers still have a leg up with most
shoppers still finding value in making
purchases in store.
Bishop agrees with Acosta’s findings,
but adds that most CPG sales will con-
tinue to occur in stores “for the foresee-
“The physical;store today still captures
95 percent or 96 percent of total sales,
but online is where the growth is happen-
ing at a pace between 15 percent to 20
Charlie’s Soap laundry detergent is a
top seller on Amazon, where green-positioned detergent products are selling