Organizations in the consumer packaged goods (CPG) industry are discovering that high product volume sales come at the expense of extreme data complexity. Meanwhile, these companies struggle to maintain open lines of communication with their retail customers and distributors in order to manage the upstream flow of product.
Published By: SAP Inc.
Published Date: Jul 28, 2009
While historically consumer packaged goods (CPG) organizations have made significant investments in data collection and integration, much of the data stored in their IT infrastructures has not been analyzed or deployed to further the firms' business performance. Those enterprises that learn to effectively harness the vast quantities of information generated by their IT systems - both within and outside the corporation - will enjoy a substantial competitive advantage.
E-commerce which till a few years back was of peripheral significance to the CPG industry is now one of the biggest drivers of change and innovation in the sector. The numbers representing growth are quite staggering with McKinsey1 believing that the online space will account for anywhere from 10 to 30 percent of total industry sales growth in the next five years. This equates to a market opportunity of USD 15 Billion to USD 50 Billion.
Given how digital is impacting every part of the CPG value chain, companies need to be awake to the emerging trends as they can potentially have a make or break effect. This article discusses key trends that will define the CPG space in days to come.
'Innovatively growing a consumer base, especially non-users' can be a challenging task for a CPG organization, looking for growth strategies in a world of discerning loyalty and fragmented markets.
WNS designed a personalized consumer analysis framework that enabled a CPG major to successfully target non-user target segments, and enabled a two-fold growth in consumer base
and revenue from sales.
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