Each year, across every industry, companies try to find ways to cut costs. The consumer packaged goods (CPG) industry is no exception. We have seen for years that as CPG companies try to add value to their bottom line, they have studied and capitalized on shopping behavior and digital trends, but there is one area that is getting paid more and more attention: refining go-to-market models.

The recent customer and channel management survey conducted by Nielsen suggests the strongest CPG companies are focusing on value chain thinking versus supply chain thinking. They are beginning to focus on connecting with customers and suppliers to plan demand.

• Making strengthening their go-to-market model a priority (70 percent) 

• Focusing on growth outlook, profits and sales when determining possible partners 

• Investing more in customer-aligned functional expert roles 

• More often considering price elasticity when setting prices and are more likely to track prices by national and regional geographies

• Using trade investments to balance pricing

• Are more ambitious and proactive when seeking opportunities to collaborate with retailers 

We’re seeing the results of this mind shift at Archway. As companies connect with customers on social media sites and offer samples or special promotions, Archway has been fulfilling these samples or promotional materials on the backend.