Gartner for Marketers Research

Insight Report June 27, 2019

FMCG Europe: Play to Win With Retailers

Retailers with and without brick-and-mortar stores remain obvious and effective channels for e-commerce. However, relationships between Index brands and retailers are often thorny, as the majority of retailers consistently favor their private labels on both their platforms and when optimizing for nonbranded Google search. Nevertheless, untapped digital avenues still exist for Index brands to leverage retailers’ scale.

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