According to a recent CMO Council study, 90 percent of marketers for fast-moving packaged goods felt that responsiveness—the ability to know, understand and then quickly react to the needs, requests and behaviors of the consumer—is critical to the effective delivery of an exceptional customer experience. It’s too bad, then, that only 16 percent of marketers feel their organizations are extremely responsive. When marketers do respond, it is primarily through digital channels as 36 percent of respondents said their response depends on the channel; for digital experiences, they can respond immediately, but for physical experiences—including packaging—it can be too costly to respond or may take much more time to react.
But responsiveness is not just measured through digital. In fact, digital is setting the pace of responsiveness in the minds of the consumer. How is your brand responding when and where it matters most?
Product packaging is often the very last opportunity to change a consumer’s buying decision and the best opportunity to seal loyalty and advocacy—a split-second of critical customer experience. As marketers, we must balance the context and desires of consumers with the operational realities of the marketing supply chain. The need for brands to reflect their consumers’ requests in product packaging demands new mindsets around agility, from how creative is updated and created to how packaging is printed and distributed. This is no longer an exercise in effective procurement, but rather a strategic conversation around speed, spend and support as marketers must play a far more active role in advocating for partners that can act at the speed of the customer.
To spark conversation and new best practices in how leading brands can answer this responsiveness requirement, the CMO Council is hosting an executive roundtable in Chicago on Thursday, November 9, 2017, to debate and discuss the shifts taking place in the marketing supply chain and how experience and marketing supply chain experts from Danaher, Pantone, MediaBeacon, Esko, X-rite and AVT recommend advancing agility and accelerating responsiveness in product packaging.
Some of the key questions to be discussed during the peer-powered event include:
- What does responsiveness actually look like from the consumer’s point of view? Why is that vantage point so important?
- How is responsiveness turning into competitive advantage for brands competing for the attention and wallet of today’s connected customer?
- What data, intelligence, and visibility are required to truly reflect the customer across the buying journey?
- How are digital and physical channels combining to create more lasting, profitable experiences?
- How can brands accelerate the transformation of the marketing supply chain into an agile and effective process?
Joining the discussion will be industry expert Adrián Fernández, General Manager of Pantone and marketing supply chain expert, who has more than 20 years of experience in the consumer goods industry.
If you are interested in attending or have any questions please reach out to Twinee Villanueva at firstname.lastname@example.org.