Winning the Value Race
Accelerating the Shift from Insight into Action
Leading FMCG manufacturers and retailers are facing major challenges in keeping pace with the needs, preferences and behaviors of today’s fast-changing consumers and their evolving definitions of value. Many marketers are beginning to ask themselves whether their legacy brands are an advantage or a liability as they fight for the hearts, minds and wallets of shoppers.
Marketers know they need to better understand and respond to their customers and what is driving their shopping behavior. Many are reallocating dollars into developing deeper customer data sets in the hope they can gain insights to drive better product innovation and improved consumer engagement. Unfortunately, as more data floods into their systems, marketers are struggling to reach the timely insights into changing shopper preferences needed to respond quickly and effectively.
The CMO Council, in partnership with Catalina, a market leader in shopper intelligence and personalized digital media, has launched an investigation into Consumer Value in the age of the connected customer. Our audit will ask you to assess how, where and why value is being created, enhanced, identified and measured across online and in-store experiences with the end consumer. It also explores the gaps that exist in marketers’ ability to bridge the gap between consumer intelligence and action. This includes an assessment of the entire omni-channel landscape from direct communications to advertising.