POI & Deloitte: Reshaping Commercial Priorities: A guide to help Consumer Packaged Goods (CPG) manufacturers craft their path to trade transformation in a time of changing consumer preferences.
A global pandemic, social justice advocacy, the ubiquitous rise of digital commerce, advanced last-mile fulfillment technologies, and sensitivities toward environmental and social purpose with brands—these
topics are all changing how consumers think and interact with CPGs manufacturers. This ever-changing business landscape means CPGs must reevaluate their trade promotion funding, communication, and spending strategies, and align their systems road map to fit new priorities and marketplace opportunities
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