As consumers move more of their shopping online, consumer-goods companies need to meet service and efficiency challenges across multiple channels.

That calls for a new approach to the supply chain.

Competition in the consumer-goods sector has always been intense.

Today, that competition is coming from a host of new directions. Retailers face competition from companies that used to be their suppliers as consumer brands open dedicated retail chains and online direct-sales offerings.

Consumer-packaged-goods (CPG) companies, in turn, face competition from retailers’ growing private-label product offerings. And both retailers and CPG companies face competition from online superstores, such as US-based Amazon or Europe’s Zalando, which offer vast ranges of products, inspiring customer experiences, personalization, ever faster delivery, quick returns, and more.

Read all: Building omnichannel excellence | McKinsey & Company

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