“I always thought the moment of truth was in the store aisle,” admitted Nelson. “E-commerce is changing that. It is about delighting the consumer and reducing packaging.”
Nelson was the keynote speaker at New Horizons 2017, a cleaning products conference by the Consumer Specialty Products Association. According to Nelson, who spent time at Henkel, Coca-Cola and other fast-moving consumer goods companies, during his career, the e-commerce model is designed to reduce packaging waste. The household and personal products industry must get on board or get left behind as e-commerce continues to surge. Global e-commerce sales were $1.54 trillion in 2015, according to Nelson, representing about 9% of global retail sales. By 2020, e-commerce sales are expected to top $4 trillion and account for 15% of sales.
He called on attendees and the entire household and personal care industry to partner with Amazon to innovate product and packaging for e-commerce that delivers on three primary goals:
• Superior technical design to differentiate and optimize consumer experience;
• Minimize environmental impact of packaging; and
• Create packaging at the lowest delivered cost.
“Packaging is of no value to the customer after they receive the package,” he reminded the audience.