Consumer packaged goods (CPG) brands can realize significant gains in cross-channel growth through digital collaboration with retailers and distributors and better internal integration, according to a new Accenture study. But, the study shows that a large majority (70 percent) of CPG heads of sales believe this potential may not be realized because there is a lack of consistent, shared consumer data to improve decision-making.
Six in 10 (60 percent) of these same respondents find it too difficult to deliver relevant and personalized....