Name
How to Bring Category Thinking to Life on the Digital Shelf
Date & Time
Wednesday, June 16, 2021, 12:40 PM - 1:10 PM
John Maltman
Description

FMCG brands are working hard to build winning positions on retailer’s digital shelves. Many are failing to leverage one of their biggest assets, their category expertise, to collaborate with retailers to build and execute category growth strategies through their online stores. Much of the early focus on the digital shelf has been around content and search and this work needs to continue but it is no longer sufficient. During this session e.fundamentals CEO John Maltman will set out the case for taking a category perspective and demonstrate how this can be done practically and deliver great returns to both the brands and their retail partners