7 Habits CPG Brands Should Adopt to Reverse the Digital Curse
Ankur Gupta, Sr. Product Marketing Manager, Reltio
1. Focus on Data Quality
Given the vast volume and variety of data that CPG companies manage, ensuring the accuracy and reliability of data is critical. All digital transformation and personalization efforts would fail if data underneath is of poor quality, siloed and delayed. Using machine learning within modern data management platform not only helps determine and improve data quality but also enriches the data with relevant insights and provides intelligent recommended actions for data quality and operational improvements. For example, if you are running a campaign for a major product launch, you can eliminate consumer profiles with low data quality (DQ) scores.
2. Be Agile with Multi-model Data Management
Using legacy tools built on relational databases are too rigid and inflexible, making it difficult to support the dynamic needs of a modern business. For example, adding new data sources or attributes to the customer profiles can result in costly data migration projects. Another challenge is the inability to manage the relationships between various data entities, such as people, products, organizations and places. Modern data-driven CPG brands prevent big data indigestion by using a multi-model, polyglot storage strategy to store and efficiently manage the right data in the right storage. It helps them deliver faster and higher business value from their varied data assets.
3. Leverage the Power of Multi-domain
With “single domain” Master Data Management (MDM), each data entity type has its own unique data store and business logic. On the other hand, a Modern Data Management Platform manages multi-domain (customer, products, stores, suppliers) master data along with transaction and interaction data, third-party, public and social data. Its graph technology makes it easy to describe and visualize complex, many-to-many relationships among customers, products, stores and locations for faster and reliable decision-making. For example, with the help of a graph, CPG brands can rapidly traverse links between consumers, products, purchases, and ratings to make personalized recommendations. They can also tell if the visitors and shoppers browsing their website are from the same household or not.
4. Uncover New Business Models
“Servitization” of products is commonly seen in consumer categories such as music (iTunes and Spotify) and books (Amazon Kindle) but also in business services such as Xerox moving from photocopiers to document services. Historically, CPG companies have been resistant to the move from products to services. Their relationship with their consumers has often been mediated via retailers. Modern data-driven CPG brands often bypass retailers and sell directly to customers (DTC). For example, Dollar Shave Club is offering a monthly subscription to deliver razors and other personal grooming products by mail. This gives them the opportunity to engage directly with their customers, to collect interaction data, and to expand their digital footprint.
5. Explore New Data Partnerships
Data is an enabler of innovation. To keep up with the rapid pace of digital transformation, CPG brands need to develop a culture of collaboration and pursue intra and extra-industry partnerships. They need to recognize that many new entrants are not simply additional competitors. Instead, they represent possibilities for completely new types of business models that over time will blur traditional distinctions between retailers and manufacturers.
6. Augment Decision Management with Artificial Intelligence (AI)
Data-driven CPG companies look at AI through the lens of three business capabilities: automating business processes, gaining insight through data analysis, and engaging with customers and employees. They constantly innovate and disrupt by embracing new technologies to meet the high expectations of consumers. A Modern Data Management Platform coupled with Machine Learning enables contextual information and helps consumer brands answer high-impact business questions such as – Will my customer buy this product or not? Is this review written by a customer or a robot? Which category of products is most interesting to this customer? And so on.
7. See GDPR Compliance as an Opportunity to Improve Customer Experience
CPG brands will be required to be more transparent about how they use consumer data. New regulations like GDPR and increased oversight has important implications in terms of regulatory compliance, product development and marketing messages. Moreover, there are increasing consumer demands for transparency on how companies perform when it comes to sustainability and corporate social responsibility as well as where products are made. A Modern Data Management Platform as a Service (PaaS) helps you create a complete consumer profile with full data lineage, governance, and workflows to continuously manage consumer rights and consents.
Consumer brands are facing unsteady growth, tightening profit margins, complex regulations, and growing competition from lower cost private label brands. Adopting these seven habits would help them reverse the digital curse, achieve hyper-personalized customer engagement, and stay ahead of competition.