Consultants Advise on New Go-To-Market Strategies for CPG Clients—Implementing Omni-Channel Approaches

The consumer packaged goods (CPG) industry is undergoing significant changes as market fragmentation continues with consumers spreading their dollars across retailers (large, small and discounted), online, and direct to CPGs themselves. There is much work to be done by consultants particularly in the area of developing new go-to-market strategies for their clients to help gain competitive advantage. At the top of the list of "things to do" is the designing of omni-channel sales and distribution approaches using digital marketing, social media and analytics to "get the message out," as well as working collaboratively with retailers when appropriate in order to differentiate product and service offerings to consumers.

The Strategy and Operations (S&O) consulting service area will see significant activity as consultants work with CPG clients to develop and refine their go-to-market strategies. An overall rethinking of the go-to-market strategy including creating omni-channel distribution and sales strategies and brand awareness needs to occur in order to meet consumer expectations for convenience, personalization, and customization at the right price.

In conjunction with the development of go-to-market strategies, an essential component for a successful foundation will be newly designed media strategies that include all digital and social media avenues. Customer communication must be direct and reachable through multiple channels including websites, mobile apps, and smartphones in addition to traditional print and TV. This will allow consumers to compare products and prices and make direct purchases in addition to taking advantage of extra functionality and personalization features of digital devices.