Why consumer products manufacturers sell direct — and how to make it work

As consumers increasingly come to expect a more experiential shopping trip while at the same time online shopping becomes more prevalent, many consumer products manufacturers are selling their products directly to end-consumers. Is selling direct to your consumer, and thus bypassing your traditional downstream partners, relevant for your market and right for your business?

This Capgemini paper outlines the key factors that consumer products manufacturers should consider when assessing whether or not to move downstream.