Companies that don’t build an online business could lose some of their brick-and-mortar business. “Lose online; lose offline,” Doug Straton, Unilever’s director of North American e-Commerce Center of Excellence, said in a Shopper Marketing Summit presentation. While some consumer packaged goods companies may question whether it pays to address a business that currently represents about 1% of sales, Straton said marketers should focus more on channel migration versus ...

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