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1、A NEW WAY TO SERVE The Big Opportunity for FMCG and Retail How a global requirement to immediately scale digitisation confrmed supply chain as the next customer experience battleground for fast-moving consumer goods and retail 2 Preface The Industrial Revolution lasted more than a century.Businesses

2、 around the world adjusted to new ways of manufacturing and selling.At the same time,consumerswho received more choices than ever beforeadopted new brands and became accustomed to new channels and formats.Through most of this period,incremental improvements steadily increased the efciency of the con

3、sumer markets right up to the 2000s,when a fourth wave fundamentally altered the rules of the road.So what does this mean for us now?Consumers still want choices,just not too many.We also want convenience,customization,personalisation,and localisation.As a result,manufacturers and retailers now fnd

4、themselves at an infection point where the primary goal for making and selling ever more efciently is giving way to an expanded promise,with purpose-driven products,global sustainability,and social responsibility at its core.Driven by the dawn of the internet,emerging and advanced technologies,and e

5、nhanced information processing systems,this most recent wave has accelerated the transformation timelineonce measured in decadesto a matter of months.In tandem,an unforeseen pandemic has exposed the fragility of the global supply chain,built for trading partners,now beholden to the emotions and mind

6、sets of often difcult-to-discern consumers.With the world emerging from lockdown,the combined consumer goods and retail sector has found itself not just at a tipping point but at a point of no return.Consumers who were experimenting with purchasing household essentials online suddenly found this con