Companies who want to keep in front of change and secure competitive advantage are transforming themselves into fully integrated omni businesses — able to respond to the needs of customers across all channels and at any point during their shopping. That’s the key finding of joint research from KPMG International and The Consumer Goods Forum (CGF). The two organisations surveyed 400 consumer goods retail and manufacturing executives from 27 countries for their Global Consumer Executive Top of Mind study and found 32% of executives say they plan to evolve beyond their current single-, multi- or omni-channel retail operations into “omni businesses” by 2018. This means completely a digitally integrated business —including not just sales channels, but also manufacturing, inventory, marketing, sales, payments and distribution, said researchers. Further, forty two per cent of executives say their customers already expect a seamless experience across sales channels—especially the influential millennial generation.
via Forbes - Business