Salesforce Report Illuminates How CPG Brands Are Thinking About Digital Transformation

52% of those surveyed say it's hard to tell the brand story

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Despite all the criticism CPG companies receive in regard to their retail and commerce strategies, at least 99% say they’re investing in direct-to-consumer strategies.

At least that’s according to a new Salesforce report, commissioned in February 2019, with insight from 500 CPG leaders in North America, Asia and Europe. The report takes a look at some of the barriers these CPG companies are facing in digital transformation and B2B relationships, as well as their thoughts on Amazon, DTC and other trends in the industry.

“What we heard as more and more products have become commoditized, retailers and consumer product goods manufacturers [are] looking to differentiate,” said Rob Garf, vp of industry strategy and insights at Salesforce.

Amazon is neither foe nor friend

According to the report, 79% of those surveyed believe Amazon has raised the bar for what a consumer expects, 68% believe consumers have more loyalty with Amazon and 51% find that Amazon’s...



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