The fast moving consumer goods market is experiencing dramatic changes, with expectations of 15 million new retail outlets required to serve approximately one billion customers in 2015 in India. Sustainability in next 10 years demands, would require the industry players to re-think their product development process, cost structures, corporate setup, supply chain, marketing, sales and customer engagement process.
Currently, only 26% retailers have capabilities to allow customers to interact and transact with particular brand within the physical store through their mobile phones. Scale-wise, as the market structure is pyramid-like, with the smaller outfits being the largest base with the closest "personal" proximity to the customer, the digital mobilization is largely skewed to medium and large. Leveraging digital technology is the most effective way to compete and win in this highly competitive environment. Digitalization is transferring power and information from manufacturers and retailer
Digitalization of a landscape as wide, broad and deep like this requires not only initiatives to be taken, but also a positive adaptation from consumers and prosumers. The "digital FMCG enterprise" of both today and tomorrow need to create myriad variety of push and pull initiatives to involve the consumer without increasing CPA which is critical to maintain competitive advantage in an environment that is anyhow cut-throat as goes competition, interestingly for this industry, from the smallest all the way to the largest player.
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