In a commercial environment where competition continuously escalates and consumer needs are rapidly evolving, CPG companies and retailers continue to struggle to bring game-changing offerings to market to cater to a sophisticated, fragmented and increasingly demanding customer base—a base whose product and shopping options expand on a daily basis.
Effective convergent channel and product platforms are critical to achieving long-term market relevancy and success in this tight margin, increasingly technology-driven market. Future leaders will be those companies that are willing to shatter traditional product sourcing and innovation paradigms and become skilled orchestrators.
Sean Monahan, a partner with A.T. Kearney and based in New York, can be reached at firstname.lastname@example.org. Mark Van Weegen, a partner with A.T. Kearney and based in Atlanta, can be reached at email@example.com. Michael Hu is a consultant with A.T. Kearney and is based in Chicago.