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4 steps to improve the digital consumer experience

June 18, 2021


In brief

Here's what CPGs must do to grow

Rethink relationships with consumers

Brands need a relevant brand purpose and unified strategy to drive a consistent brand experience along today’s complex path to consumption.

Reshape relationships with customers

Customers expect CPGs to seamlessly coordinate between channels, digital and in-store. Local, smaller stores are increasingly important.

Reimagine routes to market (RTM)

High-performing CPGs are 50% more likely than peers to have further embedded and integrated a digital approach to their routes to market.

Redesign operating models to enable growth

CPGs need to become fully insight-led. Organize around priority digital consumer outcomes across functions and reduce complex decision-making processes.

How can CPGs get started?

With consumers, establish a two-way dialogue. Improve your digital consumer experience online and in-store. Balance global and local approaches.

Take a systematic approach, including for the digital shelf. Use new analytical tools to leverage available data, at speed and scale.

Prioritize customers and identify how to create new joint value. Design new propositions and experiences considering the broader channel environment.

Create end-to-end processes enabled by digital tools and a liquid workforce. Develop an agile, resilient supply chain with ecosystem partners.

Martin Adkins


Nevine El-Warraky

Global Industry & Products Lead – Accenture Song

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