深度-Capgemini-消费者产品和零售组织如何加速从数据中获取价值（英文）-2021.6-44页_3mb

Summary of The Age of Insight – How Consumer Products and Retail Organizations Can Accelerate Value Capture from Data

Core Content

This report explores how consumer products and retail (CPR) organizations can harness data to gain a competitive advantage, improve operations, and enhance sustainability. It highlights the growing importance of data in the sector, particularly in the face of evolving consumer expectations, technological disruptions, and supply chain challenges. The report identifies "data masters" as a small but impactful group of CPR organizations that are leading in data utilization and performance.

Main Applications of Data in CPR

• Consumer data: Encompasses transactions, demographics, connectivity, and localization.
• Product data: Includes stock identification, real-time control, and greater granularity.

Key Trends and Challenges

• Consumer demands: Greater personalization, seamless omnichannel experiences, and better data control.
• Privacy regulations: Retail organizations are more affected by these than consumer product companies.
• Phase-out of third-party cookies: Web browsers like Firefox and Safari have already removed them, with Google Chrome following next year.
• Pandemic impacts: Changed consumer habits, such as touchless experiences and in-store pickups, are reshaping the sector.

Data Masters: A Rare Breed

• Only 16% of consumer product organizations and 6% of retail organizations qualify as data masters.
• CPR organizations lag behind the cross-industry average in data maturity.
• Data masters are better at:
  • Building a data-powered culture
  • Modernizing data platforms
  • Strengthening trust in data through governance and ethics
  • Integrating external data ecosystems

Business Impact of Data Mastery

• Data masters derive 73% quantifiable value from their data.
• They achieve 30% higher operating profit margins compared to the CPR industry average.
• These organizations are better positioned to:
  • Respond to market changes
  • Launch new products/services rapidly
  • Innovate business models
  • Improve sustainability and operational resilience

Case Studies of Data-Driven Innovation

1. Walmart's Two-Hour Delivery Service

• Launched during the pandemic, it used algorithms to optimize delivery times.
• Surpassed Amazon in online grocery market share by December 2020.

2. Unilever's AI-Powered Insights Service

• Utilizes consumer data from social media, searches, and reviews.
• Helped HUL identify matcha tea as a growing trend and launch it in nine months.

3. NotCo's AI-Driven Plant-Based Milk

• Developed "NotMilk" using AI to analyze food molecules.
• Created a formula that closely matches cow's milk in taste, color, and texture.

4. PepsiCo's Direct-to-Consumer Offerings

• Launched PantryShop.com and Snacks.com in under 30 days.
• Used data insights to understand consumer behavior and inform both online and offline strategies.

5. Japanese Retailers and Weather Data

• Used AI to correlate weather data with consumer purchasing patterns.
• Reduced product waste by 15% and increased sales proceeds by 12.3%.

6. AbInBev's Unified Consumer Segments

• Improved ad target efficiency by 30% through a consumer data platform.

7. Unilever's Sustainable Sourcing with Google

• Used cloud computing and AI to monitor supply chain interactions with nature.
• Enhanced sustainable sourcing and reduced deforestation.

8. LG TurboWash 360

• Uses AI and sensors to identify fabric types and optimize wash cycles.
• Increases garment life by 15% and reduces textile waste.

9. Dairy Farm Group

• Built APIs to connect internal and external systems.
• Enabled real-time, omnichannel consumer experiences.

10. L’Oréal's AR/VR Tools

• Helped consumers personalize skin routines.
• Enhanced product marketing and development insights.

Key Obstacles to Data Mastery

• Lack of talent: Especially at mid-to-junior levels.
• Data silos: Prevents unified data usage and insights.
• Trust and privacy: Major concerns in data governance.
• Inadequate data management: Many organizations still rely on manual processes for data collection, cleaning, and integration.

Areas for Improvement

• Automate data collection and cleaning
• Combine internal and external data sources
• Enhance data governance and ethics
• Develop data storytelling skills
• Build enterprise data lakes and migrate to cloud
• Foster a data-driven culture across the organization

Conclusion

Data is becoming a critical asset for CPR organizations to drive innovation, improve operations, and enhance sustainability. However, only a small percentage of these organizations have achieved data mastery. The report outlines the practices of data masters and provides actionable steps for others to follow. By addressing key challenges and investing in the right technologies and strategies, CPR organizations can unlock greater value from data and stay competitive in an increasingly digital world.