FMCG is the industry of Customer Intelligence, since ever corporation of different sizes and sectors invested on customers’ data, designed new product ranges, new products, new packaging and new opportunities of consumption for their offering. They’re now increasingly reaching decreasing returns from marketing intelligence, resulting in a marginal organic growth.
Digital capabilities are now enablers to open all new market perspectives, both in terms of business models and customer engagement, through e-platforms and hybridization across other industries, and even un unprecedented opportunity of operational innovation, as Digital brings a concept of purchase that less and less coincides with the point-of-sales.
Digital is thus pervading the new FMCG company and the positions like Chief Digital Officer and Digital Managers become widespread. On specific domains, new capabilities become core now, from Digital Design to Agile and Anticipatory Logistics.