Gartner Research

Best Practices for Transforming Consumer Goods Customer Service Through Digital Business

Published: 29 July 2015

ID: G00278344

Analyst(s): C. Klappich , Chris Poole


Digital business creates new opportunities for CPG companies to sell directly to consumers. This research will help customer service and logistics leaders understand how to exploit digital-business-enabled, direct-to-consumer commercial models.

Table Of Contents
  • Key Challenges



  • Be Clear on the Operational Impact of Setting Up a "Direct-to-Consumer" Supply Chain. The Changes Required Will Add Complexity to Your Current Operation and New Capabilities Will Need to Be Robust From the Very Start in Order to Ensure a Successful Launch
    • Direct-to-Consumer SCM Process Redesign
  • Be Clear Also on the Commercial Impact of Supplying Products Directly to Consumers — Consumers Are Demanding in Their Expectations for Delivery Lead Times and Slots and You Will Be Supplying Individual Products to Many Delivery Points.
  • Ensure That Basic Data Accuracy and Governance Are in Place in Your Own Organization — These Are Key Foundations for an Online Offering and Could Cause Major Issues If Systems and Processes Are Not Robust
  • Decide Where You Want to Sell the Products and Whether to Manage In-House or to Outsource, and How to Balance Short-Term Versus Long-Term Considerations

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