Consumer Demand Drives Collaboration
Retailers and CPG companies can both agree that consumer satisfaction must be their number one priority. However, according to an article published by Marketing Daily nearly 1/3 of consumers feel their brands habitually let them down. It’s up to sales teams and their retail partners to improve the shopper experience. With the explosion of big data and the ability to leverage it, both parties now have the capabilities to address this issue.
In addition, nearly 80 percent of marketing executives say their company’s demand chain is inherently ineffective, thus creating an unpleasant shopping experience. By sharing data they can reduce zero scans and out of stocks, and correct promotional inconsistencies. Utilizing mobile technology, incorporating a DSR, and breaking down BIG data allows both parties to capture actionable insights; exposing potential sales opportunities and enabling better decisions. Winning CPG organizations are collaborating with their retail partners and ultimately improving the consumer experience throughout the store.
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