1) DATA-DRIVEN INNOVATION IS VITAL
With CPG shelf space an increasingly scarce commodity in a rapidly-evolving channel landscape, brands will seek to demonstrate their relevance by innovating, helping retailers to sharpen their market positionings. Swift responses to top-of-mind consumer trends, such as sustainability, ethical supply chains and wellbeing are vital to defend market share against the start-up brands and private label ranges that retailers leverage to differentiate.
Now what will it take to win?
- Real-time insight into shopper trends, enabled by inclusion of data-sharing in commercial agreements
- Smart manufacturing capabilities enabling faster production response
- Optimized geographic distribution to allow rapid supply to retailers in trend-sensitive categories
- Strong communication in-store, online and in social media to drive awareness with relevant shopper groups
2) FLEXIBILITY IS KING
As retailers fight for customer loyalty, speed and flexibility in fulfillment are emerging as major competitive battlefields, requiring support from brands. New fulfillment methods, the expansion of delivery intermediaries, rising customer expectations of speed and the trend towards warehouse automation all mean that suppliers must prioritize the creation of flexible supply chains to enable on-demand service to on-demand retailers that serve on-demand customers.
Now what will it take to win?
- Flexible supply chains that can support the different fulfillment methods of individual retailers, with rising expectations on speed
- Partnering with delivery intermediaries as they emerge as a key ecommerce channel in their own right
- Optimized pack sizes to be compatible with urban fulfillment methods such as cargo bikes
- Warehouse automation to support high-frequency small-volume logistics
3) ANALOG CONSUMERS ARE DIGITIZED
To escape stagnation in their home regions, Western CPGs will look for growth in emerging markets. Brands will prioritize working with local and cross-border ecommerce platforms to provide efficient access to culturally diverse populations in developing Asian, Latin American, African and Middle Eastern geographies. Digitally addressable populations there will expand rapidly as ecommerce platforms integrate independent provincial and rural stores into their ecosystems.
Now what will it take to win?
- Positioning as a quality international brand to play out a competitive advantage in emerging markets
- Strong visibility to win the lifelong loyalty of new middle class members as they start seeking international brands
- Multi-language product information and clear images to target culturally diverse and less literate parts of rural populations
- Products tailored to ethnic and regional tastes to capture traditional shoppersUnderstanding ecosystem details with each retailer to align brand strategy to relevant touchpoints
