[Webinar Recording] E-Commerce from a Shopper’s Perspective: Overcoming the Challenges
View the recording to learn how to leverage learnings to optimize your packaging for E-Commerce.
While e-commerce for CPG products is experiencing explosive growth, this channel is still in its infancy. All stakeholders – manufacturers, retailers and e-commerce providers – are all at the very start of the learning curve. Despite some efforts to serve shoppers well in this environment, there’s clearly much more that can be done to fully leverage this very different shopping venue.
Specifically, regarding the packaging for e-commerce, some questions include:
- Is it best to show the retail pack which shoppers are most familiar?
- What other communications can be used that leverage this unique medium?
- How can I balance providing protection versus over packaging when shipping?
This presentation will share new research (including eye-tracking of shopper navigation on both desktop and mobile devices) which helps answer these questions – and provides broader insights for optimizing product presentation in an e-commerce setting.
Jonathan Asher, Executive Vice President
As Executive Vice President at PRS IN VIVO, the world’s leading shopper and packaging research firm, Jonathan manages several client relationships, supervises the Account Executive group and oversees the firm’s marketing efforts.
Asher has over thirty years’ experience in both marketing research and brand design for consumer packaged goods, beginning as a project director for Newman Stein, Inc., a leading custom research company. He has also held research positions with Thomas J. Lipton (now Unilever) and the Lorillard division of Loews Corporation.
He entered the design field by joining Gerstman+Meyers (now Interbrand) and then went on to lead The Coleman Group (now FutureBrand). From there, Jonathan established the New York office of Dragon Rouge, a leading, privately held European design agency, prior to joining PRS IN VIVO.
Asher’s strength is in understanding the big picture within which the package must thrive. He is highly sensitive to designers’ information needs, while also having a researcher’s ability to ask the right questions in an effective and appropriate manner. He is particularly adept at illuminating the risk of making wrong decisions as well as the opportunity cost of missing out on the right ones.
A frequent speaker and lecturer on topics pertaining to marketing and design, Jonathan has been quoted in major publications, including Fortune, The New York Times, The Wall Street Journal, Brandweek, Advertising Age and Brand Packaging. Jonathan has appeared on “ABC World News Tonight,” the “CBS Evening News,” “CNN Headline News,” “Fox Network News,” NBC’s “Today” show, ABC Radio and CNBC’s “On The Money.” He is also a faculty member of the Path To Purchase Institute.