Amazon.com created yet more turmoil in the consumer packaged goods industry last week when news broke that the e-commerce giant plans to encourage leading manufacturers to sell their products directly to consumers.
Famed American philosopher Homer Simpson once called alcohol “the cause of, and solution to, all of life’s problems.” I sometimes feel the same way about marketing technology.
Although the need for a direct-to-consumer sales strategy would seem to be a foregone conclusion for the consumer goods industry, many individual companies are apparently still on the fence.
Mondelez International’s Oreo is piloting a more flexible, agile supply chain model this holiday season that lets it have more direct interaction with shoppers.
