We are now living in the age of the Empowered Customer where consumers are connected via mobile, social media along with web of information on user’s experience in the form of reviews in an increasingly Digital World.
Today there are many ways for the manufacturers to interact with the actual end customers who are the users of products and feel satisfied or displeased about it.
But the sad reality is that most of the CPG/ Retail manufacturers are left out in the traditional business models where most of the sales happen in brick and mortar stores or a multi-product retail chain. A typical example would be a grocery store selling a branded corn flakes, or a branded shoe sold in a retail store like Target®™ where product manufacturer knows very little about the end customer who purchased the product. Even if the customer follows the brand in social media these CPG manufacturers know very little about their customers.