BUILDING CONSUMER PACKAGED GOODS
Brand Loyalty Through
Digital Consumer Strategies



















Table of Contents
TABLE OF CONTENTS
Executive Summary . . . . . . . . . . . . . . . . . . . . . 3
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Turn Challenges into Opportunities . . . . . . . . . . . . . 6
Omnichannel Expansion . . . . . . . . . . . . . . . . . . . . . 7
Reallocation of Marketing Spend . . . . . . . . . . . . . . . . 8
Increased Personalization Efforts . . . . . . . . . . . . . . . . 9
Incentivization and Brand Loyalty . . . . . . . . . . . . . . . 10
The Evolving Path to Purchase . . . . . . . . . . . . . . . . . 11
CPG Brands Playbook for Digital Transformation . . . . 13
Hone Your Digital Consumer Strategies as
You Learn About Your Consumer . . . . . . . . . . . . . 18
Conclusion / About Janrain . . . . . . . . . . . . . . . . 19
Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 2
Executive Summary
EXECUTIVE SUMMARY
We’re now in an era of digital marketing where Consumer Packaged Goods (CPG) brands have
the opportunity to cultivate direct relationships with their consumers. Not just groups defined by
demographics, but individual members. Loyalty and trust will flow to those brands who demonstrate
they understand their consumers best.
The key: Using richer consumer data in more nuanced ways. First- and third-party data from social
networks allows brands to attain a degree of clarity about individual consumers that isn’t possible with
traditional demographic information.
Leading brands are already applying these insights to drive their expansion into omnichannel
marketing, guide their budgeting decisions, enhance their personalization efforts, offer more relevant
incentives and loyalty programs and tap into new paths to purchase.
This white paper outlines concrete first steps borne out of our work with some of the world’s leading
CPG brands. Kickstart your digital consumer strategy with these tested, trusted principles.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 3
Introduction
INTRODUCTION
CPG brands’ long-term success depends on building direct
relationships with their consumers. Several trends fuel
brands’ motivation:
•
Between 1999 and 2014, 25 percent of product brands fell off the list of
top 100 leader brands. Over that period, consumer criteria for “leader
brands” has shifted from “progressive, dynamic, innovative and up-todate” to “trustworthy, authentic, reliable and, increasingly, visionary.”
•
The challenge to keep up with consumer expectations is as valuable as
it is difficult: perceived leadership is an important purchase consideration
for over 70 percent of consumers.¹
•
•
U.S. retail store visits fell from 35 billion in 2009 to 17 billion in 2013.²
•
Looking ahead, competition for per-capita consumer spending and
loyalty is expected to increase as population growth slows.4
The age of the consumer—in which the most successful enterprises will
reinvent themselves to systematically understand and serve increasingly
powerful consumers—has defined the economy for several years.³
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 4
Introduction
The previous trends, among others, drive these five questions that we regularly
hear from the CPG industry:
1.
How do we earn loyalty and sustain it?
In spite of their sizable, sustained investments in marketing
and brand building, three quarters of packaged goods
categories have suffered from a decline in ‘must-have’ brand loyalty
since 2011.⁵
2.
How do we build trust and maintain it?
As consumer access to information grows with competition
for their attention, trust is the best way to maintain their
loyalty.⁶ However, Millennials -now the largest living generation in the
United States- dislike traditional advertising and put much more trust
in information sources that are not actively focused on selling.⁷, ⁸, ⁹
3.
How do we create unique brand
experiences that make consumers feel
valued and keep them coming back?
To stay in step with changing consumer behavior -and consumers’
emerging preference for experiences as a path to happiness- brands
are beginning to experiment with experiential marketing.10, 11
4 5.
and
What type of data should we be
seeking? Once we have it, what
should we do with it?
CPG brands are very sophisticated in the acquisition methods and
quantity of data assets that they use to understand their consumers
and the efficacy of their marketing. However, they haven’t historically
needed a direct relationship with the consumer. We have found that
96 percent of consumers say they receive mistargeted information
or promotions, an indication that brands may not have sufficiently
personalized, timely consumer data.12
Find answers in a new model
While the above challenges stump many CPG brands, early adopters have found ways to turn them into opportunities.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 5
Turn Challenges into
Opportunities
TURN CHALLENGES
INTO OPPORTUNITIES
Brands that best resonate with consumer lives and maintain the strongest presence in retail channels
will be able to demonstrate profitable growth. Consumers’ increasingly connected and idiosyncratic
lives make it more challenging for brands to maintain that presence and resonance.
Here are five fronts on which we see leading brands rising to the challenge...
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 6
Omnichannel
Expansion
BRAND SUCCESS STORY:
Coca-Cola Freestyle
Originally introduced as a touch screen soda
fountain to foster brand engagement and
awareness, Coca-Cola Freestyle has matured
into a coherent omnichannel experience. The
iOS/Android Freestyle apps allow consumers
to log in with their Facebook IDs, opening
up valuable second-party demographic
data to the brand. The data captured by the
app—found locations, frequency of check-ins,
OMNICHANNEL EXPANSION
favorite drinks and mixes—gives the brand
As individuals, consumers think of each CPG brand holistically. Though
they’re engaging with brands on more devices, they expect a consistent
experience and message. Omnichannel expansion isn’t just about meeting
consumers on their preferred devices, channels and platforms. It’s more than
that. It’s the transition away from siloed marketing teams, toward a holistic
strategy centered around the consumer.
individual consumer behavior and target
an unprecedented opportunity to understand
consumers in a myriad of ways based on their
declared preferences.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 7
Reallocation of
Marketing Spend
REALLOCATION OF MARKETING SPEND
Succeeding with an omnichannel strategy will take experimentation. In fact,
experimenting is the only way to build the new organizational processes
CPG brands need. Without experiments, there’s no chance to fail at a small
scale and understand what works with consumers’ new behaviors and beliefs.
This hobbles the ability to grow and innovate.
The opportunities to foster consumer engagement are causing CPG brands to
reconsider how they allocate their marketing budgets:
•
•
•
Clorox expects digital marketing to comprise 40
percent of its global media budget in fiscal year
2016, up from 30 percent the prior year.13
BRAND BEST PRACTICES
•
2015, Coty cut out the media agency middle
man entirely when it purchased Beamly, a digital
marketing platform.14
Kraft-Heinz has adopted a zero-based budgeting
framework for marketing. They reboot each year’s
budget from the ground-up, rather than building
upon the prior year’s budget.15
•
This isn’t necessarily about spending more. It’s about optimizing existing spend:
across channels and across the consumer journey. For example, shifting ad
budget from awareness down the funnel to where consumers are already
familiar could increase their lifetime value.
Conversely, overemphasis on top-of-funnel awareness, such as driving demand
with coupons, will crumble under commoditization and consumers’ expectations
for deeper relationships. That’s the kind of precipice awaiting brands that don’t
experiment.
•
Let your consumers influence your
decisions. More sophisticated CPG brands
are gaining unparalleled insights into what
works on new channels and platforms
by engaging their consumers on a more
personal level. This feedback loop drives
more informed decisions on media mix
and spend.
Make more small bets. Shifting relatively
small amounts of budget from traditional
channels to relatively new strategies—
re-targeting or real-time bidding platforms—
offer potential for outsized gains.
Give agencies more room to experiment.
Reallocating just 1 – 2 percent of a TV
budget for digital experimentation would
fund the chance to discover untapped
strategies.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 8
Increased Personalization
Efforts
BRAND BEST PRACTICES
•
•
INCREASED PERSONALIZATION EFFORTS
Historically, CPG brands have relied on retailers for consumer insights. But, only
37 percent of consumers believe their preferred retailer understands them as
individuals, and only 35 percent said the communications from their preferred
retailers are “usually relevant.”16 The numbers are worse for “the average retailer.”
As a result of mistargeted communications, we found that 93 percent [of
consumers] take action that does long-term damage to brands (e.g. unsubscribe
from—or delete automatically—emails, avoid the brand’s products, etc).17
In recognition of this liability, leading CPG brands are putting more effort into
understanding their consumers.
•
Partner with retailers to share purchase
data. By streamlining data that has
historically been siloed—loyalty, digital
offers, mobile data, etc.—CPG brands and
retailers both gain unprecedented clarity
around the consumer. Success from this
partnership could help alleviate some
of the trust issues that have hampered
innovation.
Inform personalized campaigns with
innovative loyalty programs. Equipped
with a holistic view of consumers, combine
purchase history and predictive analytics
to create highly relevant emails and
digital coupons. Consider working with
retailers who use ibeacon technology
to send personalized coupons through
your mobile app when a known consumer
enters their store.
Don’t reinvent the wheel. Your core
proprietary IT resource investment should
be on factors that distinguish you from
your competitors: a recommendation
engine, or innovative brand experiences
on the consumer journey. Rely on
best-of-breed technologies for the
underlying infrastructure.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 9
Incentivization and
Brand Loyalty
BRAND SUCCESS STORY:
Dr Pepper Snapple Group (DPSG)
Through extensive social media campaigns,
DPSG has cultivated a highly active online
community of over four million fans. The
brand found that offering social login
INCENTIVIZATION AND BRAND LOYALTY
garnered a 360º view of its fans by unifying
rich permission-based social profile data with
In the few cases where loyalty programs have been implemented with consumer
brands, they have been optimized to help brands increase the spending of their
best consumers. But there’s a more lucrative opportunity here:
How do brands grow the ranks of their loyal consumers in the first place?
previous promotions, campaigns and website
A typical CPG brand hasn’t fully leveraged its loyalty program’s data. Combining
that loyalty data with social data reveals a road-map to evolving brand experiences
and cultivating the next generation of loyal consumers.
fan insights have equipped DPSG to improve
visits. For example, they track the promotions
and contests each consumer participates in,
so that they can recommend new promotions
through email and targeted display. These
campaigns and messaging, develop and
share more relevant content, and engage with
consumers in more meaningful ways.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 10
The Evolving Path
to Purchase
THE EVOLVING PATH TO PURCHASE:
FROM BRICK & MORTAR TO ONLINE ONLY
Digital technology such as smartphones, online outlets and social media are
attributed for the rise of around-the-clock product promotion and availability, as
well as the decline of retail foot traffic.18 While consumers have readily adopted
multiple paths to purchase, the transition hasn’t been as easy for brands.
For example, though brands can buy their way onto physical store shelves, they’re
finding more competition on the digital shelf space. An above-the-fold position in
an organic e-commerce search result page may only present consumers with six
options, a fraction of the in-store experience. On mobile devices, the shelf space
may dwindle to two options. The ‘online shelf’ is effectively smaller than its
in-store equivalent, meaning steeper competition for brands.
What’s more, the social networks’ allegiance to their users further compounds
the challenge. They all measure daily and monthly active user numbers. To win
on these platforms, brand content must engage users. If users care about a
brand’s message, the networks will help them to share content and experiences.
If users don’t care, unpopular messages will be filtered out.
Finally, the traditional feedback mechanisms that CPGs have used to understand
the path to purchase have weakened. Research, product discovery, engagement,
purchase, subscription, and customer support all now happen in digital channels.
Though this new ecosystem is more difficult to understand and map out, some
leading CPG brands have already begun to experiment.
BRAND BEST PRACTICES
•
•
•
Include social login in your loyalty program.
By soliciting consumers’ preferences,
brands clarify their understanding of the
messages and platforms that will resonate
best with those ‘known’ consumers.
Complete consumer profiles over time.
Rather than asking consumers for a lot of
their data at once, try asking for just name
and email to start. Then ask for a few
more data elements at a time over future
engagements. Consider gamifying the
process to incentivize complete profiles.
Pay attention to product reviews. More
and more people are finding different
online resources as influential on their
buying habits.19 Today, it’s not uncommon
to read reviews before purchasing a $.99
app in iTunes. As reviews’ influence on
purchasing decisions grows, so does
the importance of addressing negative
reviews quickly and transparently.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 11
From Inspiration
to Action
FROM INSPIRATION
TO ACTION
We have helped hundreds of brands through the process of developing a bespoke digital
consumer strategy. What works for one brand may not work for another. Each brand has to
develop its own digital consumer strategy, be willing to experiment, and use those lessons
to hone its actions.
It’s time to begin.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 12
CPG Brands Playbook for
Digital Transformation
CPG BRANDS
PLAYBOOK FOR DIGITAL
TRANSFORMATION
Because traditional channel relationships are more tenuous than ever, digital transformation is an
urgent priority for CPG brands. Sustained success will depend on the ability to send consumers direct,
relevant messages. Let’s begin that journey by answering the questions raised in the introduction.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 13
CPG Brands Playbook for
Digital Transformation
OUR SOLUTION:
THE CHALLENGE:
How do we create
unique brand experiences
that make consumers feel
valued and keep them
coming back?
What type of data
should we be seeking?
Once we have it, what
should we do with it?
Build direct consumer
relationships with rich opt-in data
Savvy brands are putting their consumers at the center of their sales and
marketing strategies and decision-making processes. To improve conversions
and make better decisions with richer insights, consolidate all consumer data,
including: demographics, psychographics, purchase history, preferences and
engagement. We’ve seen brands start strong with these steps:
1. Seed direct relationships
through opt-in registration.
2. Use progressive profiling to collect
more data over future engagements.
3. For greater detail, combine that
first-party data with third-party
data drawn from social login.
4. Connect that consumer data to
existing marketing platforms.
5. Segment consumers to enable
personalized marketing experiences
across devices and channels.
Industry best practices recommend sharing
data on a datapoint-by-datapoint basis,
not ‘all or nothing.’
THIS ENSURES COMPLIANCE WITH:
 The terms to which consumers agreed
when they opted in.
 Any social network’s terms to which
your brand agreed in order to access
consumer data.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 14
CPG Brands Playbook for
Digital Transformation
OUR SOLUTION:
THE CHALLENGE:
How do we earn loyalty
and sustain it?
Focus on consumer lifetime value
Think beyond purchase history, product registrations and sales inquiries. With
richer consumer data and relationships, CPG brands can now attribute value to
the ripple effect consumer engagement—likes, shares and follows across various
channels—has on their social networks.
This approach to engagement opens the path to new strategies to earn and
sustain consumer loyalty. It’s not just about acquisition and media spend; it’s about
each individual consumer’s lifetime value. It’s not just about granular detail; brands
need to achieve a higher level of scale in the way they collect, organize, share and
act on consumer data.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 15
CPG Brands Playbook for
Digital Transformation
OUR SOLUTION:
THE CHALLENGE:
How do we build trust
and maintain it?
Nurture your consumers continuously
Registration is the moment a consumer’s relationship with your brand begins. In
that moment, you’ve earned their trust. Be candid about how you’ll use their data.
For example, if you’re collecting mobile numbers on the registration page, you may
offer an explanation such as: “Provide your mobile number for in-store offers,” or
“Provide your mobile number so we can contact you if you’re the winner!”
To sustain that trust, show consumers that you’re making good use of their data
with personalized engagement that demonstrates you ‘get’ them.
Your loyalty program may be the easiest jumping-off point. In working with industry
brands that have sophisticated programs—Coca Cola, Dr. Pepper Snapple Group,
and Philips—we’ve found this can be a natural extension to find new opportunities
for connection.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 16
Description of an Ideal
CPG Brands Playbook for
Social Content Curation
Digital Transformation
Technology Toolset
OUR SOLUTION:
THE CHALLENGE:
How are we going to
pay for this?
Monetizing consumer lifetime value
The majority of CPG brands get suboptimal ROI on poorly targeted digital
advertising and on-premise consumer data storage. By moving that storage to a
cloud-based solution, and using it to optimize ad costs, brands can fund digital
transformation initiatives with budget reallocation rather than budget expansion.
For example, a beverage brand may analyze consumer profiles from first-party
data they’ve collected, and learn that a substantial segment of their consumers
like soccer and comedies. That data could influence a change in their advertising
spend. They could put more money into witty commercials during soccer matches
instead of other sporting events.
In addition to strategically reallocating marketing spend, CPG brands have an
opportunity to derive more value from experiences and marketing campaigns
they’ve already invested in. Compared to the initial setup effort and investment, it’s
relatively easy to improve those existing touch points for richer consumer data.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 17
HoneBuyer’s
Your Digital
Consumer
Guide
for
Strategy Companies
as You Learn About
Your Consumers
HONE YOUR DIGITAL
CONSUMER STRATEGY AS
YOU LEARN ABOUT YOUR
CONSUMERS
The challenge to implement a consumer digital strategy will be unique for each CPG brand.
But the imperative is universal. And pressing.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 18
Conclusion
CONCLUSION
“The most successful
consumer companies are
already looking beyond
the seamless integration
of their sales channels
and are focused on the
integration of their entire
ecosystems, with their
consumers at the very
center.”20
— Consumer Goods Forum
Consumers’ unprecedented choice and control drives
them to explore and refine their preferences, and adapt the
possibilities to suit their lifestyles. In the process, they’re
honing their expectations for brand engagement.
This transformation of the consumer relationship will cause
new winners and losers in the product landscape. Traditional
methods to activate and engage with consumers will give
way to untapped models.
Marketing professionals at CPG brands still have time to
explore questions of loyalty, trust and brand experiences,
while experimenting with current trends and consumer data.
Omnichannel expansion will shake the traditional marketing
budget to its core and inspire a more nuanced approach; one
that puts the consumer at the center of new incentivization
and loyalty strategies, and reveals new paths to purchase.
To take the lead, CPG brands must place strategic bets on
high-growth categories like digital consumer strategy.
ABOUT JANRAIN
Janrain makes it easy to know your customers and personalize every interaction. Our Customer Identity and Access Management Platform helps companies build a unified view of their customers
across all devices by collecting accurate customer profile data to power personalized marketing. The platform encompasses social login, registration, customer profile data storage, customer
segments, customer insights, single sign-on, and engagement. Janrain powers customer identity management for brands like Pfizer, Samsung, Whole Foods, Fox News, Philips, Marvel, and Dr Pepper
Snapple Group. Founded in 2002, Janrain is based in Portland, Oregon, with offices in London, Paris, and Redwood City, CA. For more information, please visit www.janrain.com and follow @janrain.
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 19
Endnotes
ENDNOTES
1. PwC: Bonfire of the Brands (2015). Retrieved August 12,
2016 from http://www.pwc.com/us/en/cis-brandscape/
assets/pwc-cis-bonfire-of-the-brands.pdf
2. Maxwell, J. & Sviokla, J. (2016) 2016 Retail And Consumer Products
Trends. Retrieved August 12, 2016 from http://www.strategyand.pwc.
com/perspectives/2016-retail-and-consumer-products-trends
3. Gazala, M., Bernoff, J., Condon, C., McNabb, K., Ryckewaert, E.,
& Trafton, R. (2015, April) Winning In The Age Of The Customer.
Retrieved August 12, 2016 from https://www.forrester.com/report/
Winning+In+The+Age+Of+The+Customer/-/E-RES119546
4. Dobbs, R., Manyika, J., Woetzel, J., Remes, J., Perry, J., Kelly,
G., Pattabiraman, K., & Sharma, H. (2016, March) Urban
World: The Global Consumers To Watch. Retrieved August
12, 2016 from http://www.mckinsey.com/global-themes/
urbanization/urban-world-the-global-consumers-to-watch
5. Deloitte: The 2015 American Pantry Study. (2015) Retrieved
August 12, 2016 from http://www2.deloitte.com/us/en/pages/
consumer-business/articles/2015-american-pantry-study.html
6. KPMG: Seeking Customer Centricity - The omni business
model. (2016, June). Retrieved August 12, 2016 from https://
home.kpmg.com/sg/en/home/insights/2016/06/seekingcustomer-centricity-the-omni-business-model.html
7. Fry, R. (2016, April) Millennials Overtake Baby Boomers
As America’s Largest Generation. Retrieved August
23, 2016 from http://www.pewresearch.org/facttank/2016/04/25/millennials-overtake-baby-boomers/
8. KPMG: Seeking Customer Centricity - The omni business
model. (2016, June). Retrieved August 12, 2016 from https://
home.kpmg.com/sg/en/home/insights/2016/06/seekingcustomer-centricity-the-omni-business-model.html
9. The McCarthy Group: Engaging Millennials. (2014). Retrieved August 23,
2016 from http://themccarthygroup.com/what-we-do/millennials_survey/
10. Howell, R., Pchelin, P. & Iyer, R. (2011, December) The Preference
For Experiences Over Possessions. Retrieved August 12, 2016 from
http://www.tandfonline.com/doi/full/10.1080/17439760.2011.626791
11.Schultz, B. (2015, August). Not Just Millennials: Consumers Want
Experiences, Not Things. Retrieved August 12, 2016 from http://adage.
com/article/digitalnext/consumers-experiences-things/299994/
12. Janrain: 2015 Janrain US Consumer Research. Retrieved
August 12, 2016 from http://www.janrain.com/resources/
industry-research/2015-janrain-us-consumer-research/
13. Faw, L. (2015, December). Clorox Launches Agency Review.
Retrieved August 12, 2016 from http://www.mediapost.com/
publications/article/264191/clorox-launches-agency-review.html
14. Coty: COTY Announces Acquisition of Leading Global Digital
Marketing Platform Beamly. (2015, October). Retrieved August
12, 2016 from https://www.coty.com/news/coty-announcesacquisition-leading-global-digital-marketing-platform-beamly
15. Seeking Alpha: The Kraft Heinz (KHC) Bernardo Vieira Hees on Q3
2015 Results - Earnings Call Transcript. (2015, November). Retrieved
August 12, 2016 from http://seekingalpha.com/article/3655716-kraftheinz-khc-bernardo-vieira-hees-q3-2015-results-earnings-call-transcript
16. IBM: 4 Out Of 5 Consumers Declare Brands Don’t Know
Them As An Individual, According to IBM and Econsultancy
Study. (2015, April). Retrieved August 12, 2016 from
https://www-03.ibm.com/press/us/en/pressrelease/46454.wss
17.Janrain: 2015 Janrain US Consumer Research Consumer
Identity and Mistargeting. Retrieved August 12, 2016 from
http://www1.janrain.com/us-consumer-identity-research-na.html
18. Maxwell, J. & Sviokla, J. (2016) 2016 Retail And Consumer Products
Trends. Retrieved August 12, 2016 from http://www.strategyand.pwc.
com/perspectives/2016-retail-and-consumer-products-trends
19. Krishnan, N. (2016, May) The Changing Landscape of Consumer
Packaged Goods. Retrieved September 2, 2016 from
https://www.cbinsights.com/research-cpg-trends-transcript
Copyright © 2016 Janrain, Inc. All rights reserved. | www.janrain.com | US 888 563 3082 | Europe +44 208 973 2561 | 20