Once upon a time there weren’t video games. There weren’t talking dolls (or ones that pee in their pants – who thought that was a good idea?). There weren’t even Barbies or bicycles. We live in a time where entire stores are devoted to selling toys, but children still play with some of the same things they played with thousands of years ago. How did we get here from there? Do you know what Lego means? What was the first board game?
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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