An Omnichannel Stack for CPGs
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Every enterprise wants to create consistent, on-brand experiences at every touchpoint in any omnichannel world. For some, though, experiences ultimately revolve around products. Most notably, CPG (Consumer Product Goods) companies seek to create experiences that are directly related to individual products and product families.
RSG has argued elsewhere that an omnichannel tech stack of the future will distinguish among four key layers:
- The ever-growing set of engagement channels where customer experiences occur
- The interaction and delivery environments that may mediate experiences
- The content and engagement management services where enterprises create and manage experiences
- The foundational systems that drive enterprise-wide consistency for a holistic customer experience.
This paper applies this general reference model to the unique characteristics of CPGs in each of these areas.