Decoding d-Commerce: 15 years of CPG Experiments in Byte Sized Chunks

What is this book about?

Decoding d-Commerce is packed full of hints and tips that will help your CPG business win in today's Digital Commerce (d-Commerce) environment. It is based on practical knowledge acquired via direct experience of working in multiple markets in businesses as diverse as Diageo, Mars, Coca-Cola, Danone, Johnson & Johnson, Nestle, Pukka Herbs, United Biscuits, GSK, Edgewell Personal Care, Pernod Ricard and others.

The book contains a series of evidence based models and explanations. These have been created and refined via an ongoing process of experimentation across all the various aspects of d-Commerce planning and delivery. It also contains a solid rationale for why we need to make Shopper Marketing a leading philosophy in your business today, as well as how and why to reframe your Digital Transformation and Category Vision approach.

Who should read this book?

The knowledge contained in this book is applicable to any business or individual who is trying to work out how to succeed at d-Commerce. It contains sections relevant for Individual Contributors, Middle Managers and Senior Leaders alike, and contains a wealth of information that will help your business win 'digital' more holistically.

There are three practical solutions covered throughout the book:

The eJBP Best Practice Builder; The eCategory Flywheel; The d-BUG Capability Hub.

The book is written by the founder of Daedal, the CPG consultancy whose mission is to make you the best you can be at selling online. Additional information can be found at www.daedal.uk.

What are people saying about this book?

From the back cover:

'Packed with practical tips about Digital Commerce, I would recommend this book to anyone starting out on the digital journey and to experienced practitioners as well'. Neil Woodcock, CEO @ The Customer Framework and Visiting Professor of Customer Insight and Engagement @ De Montfort University.

'Test and Learn and a kaizen mindset is vital for Digital Commerce success, as is a revision of the 5 Ps. All are contained in this book. Essential reading for anyone in Marketing or Commercial who wants to seize the growth opportunity available in the d-Commerce channel'. Stuart Heffernan, Head of eBusiness @ Pernod Ricard.

'FMCG eCommerce is at worst the Wild West: a lawless place where it is every man for himself. At best it is a jigsaw with some key pieces missing, like 'How do I really drive sales?'. This book completes the puzzle and brings order to the chaos'. Viv Craske, Author of Surviving Digital Disruption and Former Managing Director at mysupermarket.co.uk.