In brief

In brief

  • There’s a growing shift toward e-commerce, rise of omnichannel and surge in the low-touch economy through digital payments and contactless deliveries.
  • While organizations have repurposed themselves to respond in the current context, they must also identify new growth paths.
  • This will require being digital and data-driven, pivoting to the e-commerce wave and adopting a portfolio approach.
  • To prepare for the future, they must create next-gen agility in operations, build shared workforce resilience and generate fuel for growth.


Near-term consumer behaviors and long-term considerations in Consumer Goods & Services

The COVID-19 pandemic has led to what is no ordinary economic downturn, upending the Consumer Goods and Services (CGS) industry. Core changes in consumer behavior, supply chains and routes to market have thrown many companies off balance, while few have emerged winners.

Consumer behavior over these past months has drastically changed, permanently impacting how, what and where to buy goods and substantially accelerating the structural changes shaping the industry. In such a volatile environment, it is impossible to forecast and analyze trends based solely on traditional benchmarks and historical data to manage business. Sub-segments such as beauty and alco-bev have been severely affected as home became the new hub and consumers shifted to core staples. With "Health and Hygiene" as the new priorities, food and home care segments saw a significant growth in demand.

A clearer shift towards e-commerce, rise of omnichannel and surge in the low-touch economy through digital payments and contactless deliveries have impacted channel and route-to-market (RTM) strategies across the industry. Organizations need to continuously reimagine services to meet evolving consumer needs quickly. For instance, several leading CGS organizations have rapidly developed the capability to manage omnichannel commerce and engagement or forged hyperlocal delivery options.

Additionally, resources and investments will need to be continually reallocated, and companies will need healthy ecosystem partners, not just as allies but also as sources of real-time data and information.

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A clearer shift towards e-commerce, rise of omnichannel and surge in the low-touch economy through digital payments and contactless deliveries have impacted channel and route-to-market (RTM) strategies across the industry

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Anurag Gupta

Managing Director and Lead – Strategy & Consulting Accenture in India


Anshul Batra

Senior Manager – Strategy & Consulting, Accenture in India

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