Survey: Consumer products companies waste 60% of their digital transformation investments
The survey found that physical and digital routes to market continue to converge rapidly.
More than half of companies’ digital transformation investments, in the form of marketing and trade spend, are being wasted, according to a new survey by AlixPartners, New York.
The firm surveyed 1,110 executives across China, France, Germany, India, the UK and the United States, who are or have been decision makers for digital transformation in consumer products companies, to better understand how consumer products companies can successfully drive profitable growth in today’s challenging environment. Each participant represented an organization in the food and beverage, among other sectors. Respondents were asked to rate their organization’s digital proficiency as being either leading, developing or emerging.