Accenture recommends that winning the digital consumer is an enterprise-wide responsibility, requiring contributions from all functions across a consumer packaged goods (CPG) company.
Consumers today are using digital channels to make more informed decisions and purchasing through multiple channels. Their experiences with Amazon, Google and iTunes have led to expectations that CPG companies too will use the gigabytes of personal data surrendered to curate and deliver targeted offers. Frankly, today’s digital consumers are baffled by, if not frustrated with, fragmented cross-channel efforts and irrelevant offers and campaigns.
Given what we know about consumers and how they use digital channels, how can CPG companies prioritize their investments to attract, engage, sell to and retain digital consumers?
This point of view identifies several leading practices to adopt as well as investments to consider in order to win digital consumers’ loyalty and business.
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