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CPG Brands Have Lost Control of the Final Moment of Truth

In the post-pandemic age of online grocery services like InstaCart, the shopper selecting consumer product goods off store shelves is not the final consumer. Colorkarma’s Shoshana Burgett explains what this means for brandowners and how approaches to packaging need to change.

Monday, May 02, 2022

Aleksandarlittlewolf—Freepik.com 

A few years ago, I began talking about how brands needed to swim between the physical and digital customer journey. Over the last decade, we have seen a small (but growing) shift in Consumer Product Goods (CPG) shopping behaviors towards digital—i.e., online. Due to COVID, online grocery services like InstaCart, PeaPod, and Kroger have moved from a convenience to a necessity. This shift will likely remain as online apps and grocery chains fine-tune their offerings, and more consumers see the benefits of having someone else shop for them. 

Brand managers, marketers, and designers must begin to consider how online grocery services impact the ultimate moment of truth. It is now time to seriously consider online shopping into CPG marketing and packaging design. 


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About Shoshana Burgett

Colorkarma focuses on design for execution by bringing together unique perspectives on design and manufacturing to ensure a smooth execution on your creative vision the first time. Our mission is to be the leading resource for the creative community providing educational content, industry news, design tips and best practice advice from industry leaders.

Recent Articles from Shoshana Burgett

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Digitization on the Road to Digitalization. What Is the Difference?

“Digitization” and “digitalization” sound similar, and it is common for people to confuse their meanings. Digitization focuses on the data required to objectively communicate product requirements, while digitalization is the process required to implement that workflow. ColorKarma’s Shoshana Burgett explains how the apparel industry needs both to successfully lower costs, speed product launches, and deliver sustainability targets. Read More

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ColorKarma’s Shoshana Burgett describes her visit to the Imagine Van Gogh immersive exhibition and explores how the exhibit’s unique approach to providing a user experience can be applied to industry events and consumers’ relationships with brands. Read More

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Supply chain issues have forced small businesses to shift their thinking and approach to the form and function of their packaging design. ColorKarma’s Shoshana Burgett looks at some of the top impacts. Read More

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CPG Brands Have Lost Control of the Final Moment of Truth

CPG Brands Have Lost Control of the Final Moment of Truth

In the post-pandemic age of online grocery services like InstaCart, the shopper selecting consumer product goods off store shelves is not the final consumer. Colorkarma’s Shoshana Burgett explains what this means for brandowners and how approaches to packaging need to change. Read More