Campbell’s shifts focus from product to experience

August 28, 2017


The role of legacy consumer packaged goods (CPG) brands has changed drastically with consumer demands for more information about the things they buy and a more streamlined path to purchase. As a result, smart brands are evolving to be more experience-driven and transparent, shifting from a simple assortment of product lines to full-blown e-commerce companies. And here’s how:

Deliver experience-driven offerings through tech
The rise of omnichannel means consumers want to shop online, in store, and everywhere in between. Forward-thinking CPG brands are investing in innovative tech that facilitates unique shopping experiences, whether it’s through mobile, voice, or more experiential product offerings.

Campbell Soup was one of many CPG brands that realized its traditional offerings weren’t meeting modern consumer expectations. So, it established an e-commerce presence, adding voice-controlled cooking instructions through Amazon’s Echo device and investing millions in meal kit startup Chef’d.

Consumers—particularly millennials—will spend their dollars with brands that provide the most convenient experiences, which is likely a key motivator for Campbell’s meal kit investment and Amazon partnership. Not all consumers are willing to drive to the store to pick up canned soup or aluminum foil; many of them expect these products to arrive on their doorsteps in an Amazon box or as components of a pre-prepared meal.

CPG brands must shift their growth mindset from product-driven to experience-driven enhancements to retain younger customers looking for more from their brands.

Prioritize Transparency
The commerce experience is won or lost on consumer confidence in the products they’re purchasing. With 88% of consumers willing to pay more for foods that are GMO-free, lack artificial flavors, and are deemed “all natural,” smart CPG brands are enhancing their product sourcing and information standards to gain consumer trust.

This is another area where Campbell’s has excelled, investing in content partners to improve the transparency, quality, and consistency of information on product labels. Investments in a trusted third-party content provider is a key differentiator for successful market leaders, as this allows them to provide consistent, accurate product information on all platforms where their consumers shop and spend.

While consumer preferences for shopping platforms and technologies change constantly, legacy CPG retailers need to be always looking ahead to the next consumer trend. We’ll continue to see legacy brands evolve in new ways to regain their footing in today’s e-commerce industry and not only expand their capabilities, but build trust with consumers.

Dan WilkinsonDan Wilkinson
chief commercial officer

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