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Future Of Channels
Channel – Less
Global CPG Giant Focus on China
Omni channels
Shopper Based Design
Go To Market
Digital Commerce
New Retail
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Context
Given the highly evolved retail landscape in China, how do we plan the future organization & resource allocation?
Action Steps
Approach :
China leads the world with its unique landscape where all five generations of retail coexist. All the channels are & will remain important in the medium term & hence it’s critical to win across all of them.
End to End project split into 5 smaller pieces (Sprints) following the agile approach to – “go, learn & fail fast”- adjust & move to the next step.
Sprints :
Discovery: Understand realities on the ground to develop & articulate an organization-wide common understanding of the here & now.
Shoppers: Understanding that shoppers move fluidly across channels depending on the shopping trip & want to experience seamless journeys across categories.
Expectations:
(i) Organizations (across levels, global, regional & in-country teams ) needs & expectations.
(ii) Customer expectations & plans.
Projecting the future: Insighting key forces that will shape the future & what that could look like.
Solutions: Based on Gap analysis, input & output data: articulation of solutions.
Results, Impact & Status
Visualization of a future this is CHANNEL-LESS !!
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Consumer: Anytime, Anywhere – seamless & effortless switching.
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Customer – Multi gen retail presence –on/off lines blurred.
Creating a winning future;
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Democratized vision of the future.
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Change management to break internal silos for the creation of true multi-functional teams.
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Capabilities – data science, analytics, shopper marketing & other value-added services.
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Resource allocation frameworks.
Company – access to consumer data, matrixed, cross-functional teams organized to leverage consumer, customer & consumption data to win in the new world.
