This IDC Manufacturing Insights Perspective is part of a series of documents that take a closer look at how consumer goods manufacturers are using technologies to drive change in how they manage sales and marketing.
CP manufacturers continue to take increasing responsibility for their in-store presence and to maximize their success in the store by ensuring their products are in stock and placed properly, whether on the shelves or with the correct facings on end-aisle displays. Retail execution gives manufacturers the opportunity to protect their brand closer to the consumer at the same time as they increase their customer service levels and enhance their relationship with retailers. Certainly, this means that CP companies can extend their role to be more about category management and superior execution performance, benefitting both the supplier and the retailer.
IDC Manufacturing Insights: Supply Chain Strategies