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Digital Commerce

News and information for consumer product marketers seeking to drive shopper engagement through various digital sales channels.

Keebler Capitalizes on Family Togetherness

​​​​​​​Ferrara in August debuted the revitalization of its Keebler brand with a 360-degree marketing campaign that introduced a new brand promise, “Made with Magic, Loved by Families.”

Ahold Delhaize Succeeds with Collaboration

From leaning in to retail media networks to creating third-party marketplaces, even established retailers that have entrenched business models have made bold moves this year, according to Ahold Delhaize's Mark Williamson, who says partnership is the recipe for success in these endeavors.

Breaktime Media

The goal of the platform is to give CPGs an upscale storytelling environment with an opportunity to personalize product solutions for shoppers in real time.

​​​​​​​Kimberly-Clark teamed with Target this summer for a program heralding the arrival of the manufacturer’s new Pull-Ups premium, plant-based training underwear line.

The beverage giant plans to use this strategic capability to meet the e-commerce demand of its key shoppers and to gain important data through working with retail partners.

​​​​​​​The Stable, a commerce agency that supports consumer brands across brick-and-mortar, e-commerce and direct-to-consumer channels, has acquired Arkansas-based e-commerce technology company RichContext.

With the COVID-19 pandemic continuing to push existing consumer digital shopping trends into warp speed, retailers are scrambling to find new transactional interfaces.

The mass merchant is shining a spotlight on exclusive toys from ThreeSixty Group's FAO Schwarz and other brands as it prepares for an extended and unconventional holiday season. 

Walmart is working with San Francisco-based Cruise, an autonomous vehicle company, to test grocery deliveries in Arizona.

From image optimization to robotic process automation, speakers at the Path to Purchase Institute's sixth and final "Community Gathering" shared their insights on today's emerging technologies, technological needs and key digital trends.

Mars Wrigley Confectionery ran an omnichannel campaign at Walmart this summer reminding shoppers to "Live Summer to the Funnest" amid the COVID-19 pandemic.

The manufacturer is piggybacking off of the mass merchant's Circle loyalty program to run an exclusive online community for Target shoppers dubbed "Inner Circle."

Quotient National Rebate

The solution provider's platform powers cash back offers to consumers through the Coupons.com app.

When the COVID-19 pandemic hit the U.S. and lockdowns began in March, the confectionery giant quickly shifted its strategy to address the resulting, rapid change that occurred in shopper behavior.

Sam’s Club adopted a digital-first approach to Halloween marketing this year as the COVID-19 pandemic continues to keep more shoppers online.

The growing importance of retail media networks in the brand marketing playbook will be a key topic of discussion next month at the Path to Purchase Digital Expo.

Walgreens stores are distributing a free Hallmark greeting card to shoppers at checkout while also promoting an e-commerce initiative for the brand on the drugstore chain’s website.

If there is a single image that, for me, aptly illustrates the seismic changes currently taking place in our industry, it’s a shelf talker I noticed at Stop & Shop in early September.

​​​​​​​Despite the COVID-19 pandemic and with many students facing uncertainty about in-school vs. at-home learning, back-to-school season kicked off at retail with full force in July as usual with both in-store and digital activity.

The Future of the Store panelists

Speakers at the Path to Purchase Institute's fifth "Community Gathering" discussed ways the store has changed and will continue to change as a result of the COVID-19 pandemic.

After the COVID-19 pandemic shut down all professional sports in the U.S. for months, Anheuser-Busch’s Bud Light was ready to help fans celebrate when Major League Baseball returned in July.

​​​​​​​Bazaarvoice offers new actionable insights are designed to help brands focus their user-generated content strategy and resources to win at retail.

Panelists at the Path to Purchase Institute's fourth "Community Gathering" discussed how building an omnichannel experience became exponentially more important in 2020.

Valvoline

The Path to Purchase Institute shines a spotlight on one of its members, Valvoline.

Becoming nimbler and more flexible is vital because it's the pace of change, rather than the changes themselves, that has been so surprising, according to a panel of industry experts speaking at Path to Purchase Institute’s third "Community Gathering."

Holiday sales growth this year will largely depend on how much wealthy households spend and how different pandemic-related factors play out, according to Deloitte's annual holiday retail forecast.

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