Unlocking Digital Transformation & Consumer-Centric Marketing in CPG (Mohamed Al Lawati, Director, Digital and eCommerce at Grupo Bimbo)

In this episode of The CPG View podcast, Mohamed, the Director of Digital eCommerce at Bimbo Canada, shares insights on how digital technologies are reshaping consumer packaged goods (CPG) strategies. He highlights several key themes, including the shift towards a more connected consumer experience and the importance of personalized marketing driven by data insights. Mohamed stresses the necessity of creating a solid business case for data collection and usage while ensuring consumer trust remains intact. He also discusses the vital role of experimentation and building internal capabilities for thriving in eCommerce. Moving away from a "spray and pray" marketing strategy, he advocates for using data to target the right message to the right consumer at the right time. Additionally, he explores the potential of retail media and the rise of "super apps" in enhancing future omnichannel engagement.