COVID-19 has sped up consumer interest in buying directly from brands, but even before the pandemic, changes in traditional retail and wholesale environments combined with robust technologies have pointed to DTC.

For brands frustrated with the traditional retail model, in which retail stores and sales reps determine the future of their products, they can adopt DTC to take ownership of their most important assets — their consumers.

This new playbook uncovers how the wealth of actionable insights provided by a CDP help CPGs become confident in their understanding of their consumers, communicate effectively with them, and meet their evolving needs while attaining differentiation in the marketplace. The playbook explores:

• The new shopping environment
• Options beyond “owning” the consumer relationship
• The beauty of a CDP
• Steps to take when anticipating a CDP transformation

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