What are the challenges & priorities for consumer company executives over the next two years and how do they contrast with consumer behaviours?
The consumer industry isnt facing disruption. It's already disrupted. Game-changing technologies have revolutionised supply chains and customer touch points. More informed and skeptical consumers are holding the industry to increasingly higher standards. And a company's success in achieving customer-centricity or loyalty is no longer a differentiator, but a determinant of survival.
Disruption creates significant opportunity for the most agile and forward-looking companies willing to adapt, and even rethink, their fundamental business models. At the forefront of the consumer industry, we are seeing companies that have or are moving towards what we call an omni business model where providing a seamless, omni-channel experience is table stakes, and digital integration extends beyond sales and marketing channels to proliferate companies entire ecosystems.
In January and February of 2016, KPMG International and The Consumer Goods Forum (CGF) collaborated for the fourth consecutive year to conduct a survey of 400 senior consumer executives at the worlds largest consumer and retail brands. Through this survey and select executive interviews, we are able to share the insights and leading strategies of some of the most advanced omni businesses. In addition, for the first time this year, we also surveyed 7,100 consumers in 19 countries on their shopping behaviors and preferences, to see how aligned the executives strategies are with actual consumer sentiment.
We hope this report will help you identify some areas of opportunity within your business. If you would like more information, or have any feedback or questions, please feel free to contact us.