A New Route to Customers for Consumer Goods Brands
For decades, consumer goods companies had a set path to their customers through physical stores. They recognized the importance of direct-to-consumer channels but did not perceive those channels as a necessity. The pandemic shifted this mindset. The accelerated speed of change in customer behavior happened virtually overnight. With no access to stores, and with concerns…
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Building Profitable Digital Platforms with a DVR Framework
One key challenge organizations face is getting the most from digital sales and marketing platforms. During the past few years, many organizations have invested in digital platforms focused on B2C/B2B customers, partners, and dealers. These include marketing, content and experience, and ecommerce platforms. But how do companies measure the value these platforms are creating,…
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