As Global Product Director, e-Content, Uma Kannappan brings over 20 years of experience in developing and implementing marketing, digital and e-commerce strategies and technologies to create omnichannel customer engagement. Her experience includes working extensively with clients in various industries and sectors, including consumer products, retail and technology. Kannappan has also worked with industry bodies like The Consumer Goods Forum on thought leadership around how CPG manufacturers and retailers can collaborate to create mutual value, foster innovation and drive growth. http://www.sgkinc.com
By 2022, e-commerce will claim an average 10 percent of all CPG sales, according to the data analytics firm IRI. At a time when physical store sales are flat and stagnating for most brands, companies need to optimize their efforts for the digital shelf in order to capture a bigger share of the growing e-commerce opportunity. As an increasing number of shoppers shift from physical stores to online shopping for the convenience, wide product assortment and personalized shopping experience it offers, consumer goods companies of all sizes must find ways to engage their shoppers at the digital shelf in order to stay relevant.
