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