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Fast-Moving Consumer Goods

Published by: Jupiter Research Corporation

Published: Dec. 15, 2001 - 34 Pages


Table of Contents


Table of Contents
  • Executive Summary
  • Baseline Features
  • User Relationship Development
  • Interface Quality
  • Customer Service
  • Industry Functionality
  • Appendix A: Definitions of Site Offerings
  • Appendix B: Tracked Sites
  • Report Methodology

Table of Figures
  • FMCG Sites with Over One Percent Reach in September
  • Deployment of Basic Web Features
  • Deployment of Features to Target Advanced Users
  • Deployment of Features That Foster Community
  • Deployment of Loyalty-Enhancing Tactics
  • Deployment of Features to Aid in Navigation
  • Deployment of Methods to Enrich Look and Feel
  • Customer Service: Deployment of Customer Service Outlets
  • Number of Page Clicks to Reach Customer Service Phone Number
  • Sites’ Response Time to E-mail Consumer Service Inquiries
  • Tactics Deployed to Support a Company’s Mission
  • Number of Pages to Registration
  • Consumer Profile Data, by User Entry, Sites Collect

Abstract

European fast-moving consumer goods (FMCG) companies (i.e., makers of price-sensitive, mass-use goods that are consumable, packaged, and branded) believe that the Internet offers many advantages for marketing products. Such advantages include the ability to deepen relationships with consumers, brand products, stimulate sales, and research consumers’ needs, views, and behavior. With half of Europe’s leading FMCG companies not yet using the Internet as an advertising medium, brand sites are the primary vehicles used to explore the Internet’s marketing abilities.

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