The modern retailer often must craft strategies that embrace both physical and digital environments. Those strategies require an understanding of not only the different channels customers use to make purchases, but also how and where they consume information in advance of those purchases. The growing range of channels, coupled with consumers’ increasing power, has complicated the buying journey.
Similarly, CPG companies must find ways to better understand customers with whom they do not interact directly, since the sale involves retailers and other distributors who control the customer interaction - and the information that accompanies it. There are many data sources to help retailers and CPG suppliers understand a customer journey that has gotten more variable and omnichannel, but it requires the ability to gather, analyze and act on a wide range of information from a wide range of sources.