ESM’s Stephen Wynne-Jones chats to Celso Borges Shimabukuro, vice-president and head of e-commerce, Europe, PepsiCo, about how brands and retailers are working collaboratively to better understand the shopper.
Retailers and brands have had a somewhat fractious relationship over the years, but the emergence of the ‘omnichannel’ consumer – who dictates the terms as to why s/he purchases one product over another – is leading to greater collaboration, particularly from the major players in the industry.
At the recent Shoptalk Europe exhibition in Barcelona, Celso Borges Shimabukuro – vice-president and head of e-commerce, Europe, at PepsiCo – took part in a discussion panel on the topic of building successful FMCG-retailer relationships, alongside representatives from Amazon and Portugal's Sonae MC.
