Retailers are in danger of falling behind on the information
superhighway as they miss out on opportunities to sell and support
customers via the Internet.
But FMCG manufacturers are using the Internet to their advantage, with
50% of the world’s leading consumer goods companies having an online
presence, according to the Datamonitor report ’FMCG on the Internet:
From Branding to Sales’.
The report suggests on-line retailing could grow by 150% to 200% a year
for the next five years, and although retailers know customer service is
a key differentiator, they have not understood how the Net can help
Both loyalty schemes and the Web have the potential to capture customer
data but as yet only Tesco has responded with its on-line superstore,
claims the report.
Some manufacturers have invested significant amounts in on-line
advertising and 15% of spirits manufacturers are selling products via