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How Are CPG Companies Connecting Directly With the Consumer? And Why?

The primary sales channel for CPG (consumer packaged goods) firms is through the retailers’ distribution networks. Retailers who are directly facing the end consumer have an upper hand in the CPG value chain. Furthermore, some of the retailers have their own white labeled products competing with those of the CPG firms. As a result, the biggest challenge for a CPG firm is to overcome the conflict of interest arising from private label brands and ensure direct real time customer interaction in addition to the conventional point of sale terminal reports. CPG companies also constantly compete for better shelf space and visibility in the store, and many times things get out of control. T ...

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