The start of the pandemic in 2020 forced consumer packaged goods (CPG) companies to streamline their e-commerce experiences. And unexpected changes in customer behavior brought with it expedited digital trends that are disrupting the consumer-goods industry forcing them to shift away from traditional success models. For example, online sales of food and beverages reached an all-time high of $66 billion in 2020 and according to NielsenIQ, online CPG food and beverage sales could reach as high as $109 billion in 2021. What once was a shopping trend embraced by a select few, is now a common occurrence for many households.
However, this kind of rapid growth also brings with it some challenges. It demands that companies scale along every part of the value chain, and marketing is no exception. Widen customer HARMAN International, a global consumer electronics company, found their marketing communications tools and processes became a hindrance to delivering products to market, so they invested in a product information management (PIM) system and then a digital asset management (DAM) system.
Let’s take a closer look at what HARMAN has achieved with their DAM and PIM investments.