Digital Shopping: What You Need to Consider

Nikhil Sharma, The Nielsen Company
We investigate how category characteristics of consumer package goods (CPG) influence digital sales and identify how the shopper, category, and digital outlet influence behavior. We assess the impact of digital on the CPG industry and outline principles for marketing success in a world where digital is the new normal.
[ to cite ]:
Nikhil Sharma (2013) ,"Digital Shopping: What You Need to Consider", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.