Counting Down the Top 10 articles of 2019 - #10: J&J on E-Comm

Based on our online clicks and unique page views, we're counting down the Top 10 articles of 2019. Over these final 10 days of the year, join us as we look back at the best of 2019. At #10 is this article about J&J's e-comm strategy.

Top 10 #10

Coming in at number 10 in our top 10 best performing (in terms of reach and interest) articles of 2019, here Editor at Large Aaron Hand examines how CPG giant Johnson&Johnson takes more of a startup approach to tackling packaging issues for e-commerce channels, sticking with a small team that can react quickly to changing demands.

As brick and mortar stores are closing while online business continues to grow. The world is being disrupted by e-commerce, with consumers gaining more knowledge about what retailers are doing and demanding more personalized experiences. There are new expectations for brands and the packages that carry their products.

Instead of remaining the lumbering giant, falling prey to the difficult demands of consumers, Johnson & Johnson has opted to act like a startup, creating a small team of R&D specialists to drive brand and packaging decisions through e-commerce channels. At the E-Pack Summit US this week in Seattle, Johnson & Johnson executives explained the route they’ve taken, sharing the lessons they’ve learned in the relatively early stages of their journey.

“There’s unprecedented change in industry,” said Melissa Dandy, associate director of R&D e-commerce and new business models for Johnson & Johnson. “We’re being asked ...

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