Consumer-Centric Merchandising with Infosys

CUSTOMER-FACING INITIATIVES HAVE ALWAYS BEEN a key focus of the consumer goods (CG) industry, but lately, that focus has shifted considerably to the end consumer. Consumers now shop in many different channels to fulfill their needs, and the product assortment available in any given retail outlet impacts how and what they buy. CG suppliers and retailers are both struggling to make an emotional connection with the consumer and are attempting to understand individual consumer needs and then adapt to meet those needs.

This is particularly challenging in a world where traditional outreach vehicles, like television ads, are no longer as effective, and many companies are turning to creative marketing and granular merchandising strategies to target specific shoppers in specific stores. This month, we have partnered with Infosys to dig a little further into these consumer-level merchandising and category management strategies.