The face of retail continues to change. 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.
Rather than go the way of 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.
