Gartner Research

Exploit Digital Business to Transform Customer Service in Consumer Product Companies

Published: 24 June 2015

ID: G00277554

Analyst(s): C. Klappich, Chris Poole

Summary

Digital business is creating new opportunities for consumer packaged goods companies to sell directly to consumers. Customer service and supply chain leaders should use this research to identify profit opportunities and the challenges involved in such a major change.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Digital business creates new business models, forcing CPG companies to develop direct-to-consumer sales and fulfillment channels
  • Direct-to-consumer operating models can create channel conflicts and are not appropriate for all products or commercial offerings
  • Digital business sales and fulfillment operations are typically fundamentally different from a CPG company's traditional SCM processes, which creates complications that make successful implementation and rollout challenging

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