Marketing Consumer Product Goods in a Shifting Supply Chain Environment: Same-Day Delivery and Future Drone DeliveryFadye Saud Alfayad*
College Deputy, Jubail Industrial College, Management and Information Technology, PO Box 10099, Jubail Industrial City, 31961, Saudi Arabia
- *Corresponding Author:
- Fadye Saud Alfayad
Assistant Professor, College Deputy, Jubail Industrial College
Management and Information Technology
p.o.box 10099, Jubail Industrial City
31961, Saudi Arabia
Tel: +966 13 340 2000
E-mail: [email protected]
Received Date: January 15, 2017; Accepted Date: January 23, 2017; Published Date: January 30, 2017
Citation: Alfayad FS (2017) Marketing Consumer Product Goods in a Shifting Supply Chain Environment: Same-Day Delivery and Future Drone Delivery. J Account Mark 6: 211. doi:10.4172/2168-9601.1000211
Copyright: © 2017 Alfayad FS. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
This report has worked to characterize the way in which the contemporary retail environment is privileging the omnichannel supply chain for consumer product goods (CPG) retailers. The most accepted supply chain configurations such as multi-channel supply chains all integrate the established use of distribution centers and hub configurations in the logistics field. However, as this report indicates, CPG retailers are developing more emergent supply chain configurations that integrate different modalities. Furthermore, these modalities are extending the supply chain directly to the consumer’s front door. These developing supply chain configurations for CPG retailers are referred to as omnichannel supply chains and they depend upon both in-house and 3rd party providers to institute same-day and next-day delivery services. Also, some major retailers such as Amazon are developing drone delivery modalities and technology companies like Google are not far behind. The report finds that such efforts are designed to respond to emerging consumer behaviors and purchase patterns such as showrooming . Therefore, CPG retailers must now identify ways in which their marketing initiatives respond to these emergent omnichannel attributes. These marketing initiatives must be able to integrate considerations made for how products might be packaged, product design factors such as weight and form, and also messaging elements that are directed at the consumer. Consumer messaging in particular must reflect the purchase-advantages gained by the omnichannel for the consumer such as convenience, free-shipping when offered and originality or first-mover status of the delivery modality. This report’s findings suggest that all of these types of factors affect not necessarily whether or not a CPG retailer chooses implement an omnichannel distribution configuration but whether or not the CPG retailer can afford not do so. This report makes the recommendation that CPG retailers that are intent on implementing an omnichannel supply chain and logistics technologies that integrate same-day/next-day delivery can enhance these outcomes through the marketing function. This can be accomplished by notifying the consumer of a delivery through the use of image or video confirmation of the CPG delivery and in the case of future drone deliveries, integration of satellite imagery and GPS mapping as a means to confirm the practicality of drone drop-offs at a targeted consumer residence.