Think you don't use algebra in your everyday life? Then you must never have to decide how much gasoline to put in your car's tank. And that frog you dissected in biology? You probably don't work as a professional frog dissector, but you should have picked up a basic understanding of bodily systems that applies directly to your own physiology.
Digital technologies are reshaping both consumer demand and competitive dynamics in the CPG marketplace, irrevocably altering how people shop and how they decide what to buy. Digital innovation has created entirely new patterns of expectation. Consumers, who are enjoying the convenience and value of digital services in other aspects of their lives, expect these benefits in grocery as well. Pioneering companies, some of them old but most of them new, are creating enormous value by meeting fast-changing needs and expectations in the largest, and least penetrated, consumer category. In the process, they are putting retailers and suppliers alike under acute pressure to adapt. CPG companies need to understand and, to the extent possible, shape the shifting retail landscape, because ultimately they will need to participate in new distribution models. The Digital Future-A game plan for Consumer Packaged Goods
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