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The integration of physical and virtual shopping experiences, across the lifecycle of a product, continues to develop rapidly.
This is making the previously intangible aspects of how consumers discover and value goods far more valuable—from how they are paid for, delivered, used, and disposed of. This demands that these fragmented aspects of the value chain can no longer be arm’s length processes: they need to be integrated with the manufacturer’s brand. Take Nespresso for example, which tightly integrates all aspects of the consumer’s journey, from its stores to online fulfillment channels and dedicated support lines.
The moments of truth are converging. Consumers expect to pay for their goods arrange for delivery at their convenience. To achieve the kind of seamless experience consumers and shoppers want, CPG companies will have to have a presence at every stage of the shopper’s journey. CPG companies will need to engage with and manage their whole value chain—outside their enterprise, as well as within it.
View our Digital Operating Model infographic to learn more.
Download the full article [PDF, 946KB]
Watch our video on how to build the digital model for consumer goods.
Six Ways To Evolve To A Digital Operating Model
February 11, 2014
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