Consumer industries touch people's lives in a way that few other industries can match. Digital innovation is shaking up consumer industries: shifting power from brands to consumers, shifting value from traditional players to digital insurgents and putting the consumer in the driver’s seat. Consumers are making companies work harder to earn their money.

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Consumer industries:
Working harder for customers

2. Today’s consumers are making
companies work harder to earn their money.
How much is on the line?
$4.9 trillion of value through 2025.
That’s about 14% of the total operating profits of the industry over the same period.
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3. 4
major
dynamics
are driving this trend…
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FOUR MAJOR DYNAMICS
MAKING COMPANIES WORK
HARDER FOR CUSTOMERS
Consumers are generating enormous amounts of data through their online
browsing, purchases and payments. This gives companies a valuable flow
of feedback to help keep services relevant and attractive.
1
Consumer data
flow and capture

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FOUR MAJOR DYNAMICS
MAKING COMPANIES WORK
HARDER FOR CUSTOMERS
Goods will evolve into services, and services into experiences, with data
serving as the backbone of delivery. New revenue models will be needed
as revenue becomes decoupled from output and more closely linked to
outcomes. This also sets the stage for hyper-personalization across
product portfolios, retail experiences and product customization.
2
The experience
economy

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FOUR MAJOR DYNAMICS
MAKING COMPANIES WORK
HARDER FOR CUSTOMERS
The penetration, globalization and consolidation of e-commerce is likely to
escalate and accelerate the threat to physical stores. At the same time,
physical store transformations driven by digital are likely to generate
additional value.
3
Omni-channel
retail

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FOUR MAJOR DYNAMICS
MAKING COMPANIES WORK
HARDER FOR CUSTOMERS
Establishing connectivity and automation beyond the factory floor, plus
integrating the supply chain through innovations such as control towers,
shared warehousing and digital procurement will drive significant benefits.
4
Digital operating
model

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So how can
consumer industries players
continue
to drive value
?
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Invest in digital skills and capabilities.
Looking beyond sales and marketing skills, companies will also need to
invest more widely in the digital skills of their talent base, either through
skill-building programs or by acquiring promising startups. Successful
organizations must build capabilities to listen to their customers, look
out for new disruptive ideas and respond to customer feedback.

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Build an omni-channel presence.
Omni-channel isn’t a new concept, but many retailers have yet to
implement it. Numerous channels already exist — brand portals,
online marketplaces, retail stores — and more, such as social
media, will be created in the future.

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Invest in partnerships.
Partnerships will not only help provide a seamless experience for
consumers as they switch between products or services, but also
generate value for companies across the consumer ecosystem.

12. LEARN MORE
about how consumer industries are working to attract the
customer of tomorrow with our full report:
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Consumer industries:
Working harder for customers
Discover how to
up your digital game