CPG Brands have lost control of the Final Moment of Truth

A few years ago, I began talking about how brands needed to swim between the physical and digital customer journey. Over the last decade, we have seen a small (but growing) shift in Consumer Product Goods (CPG) shopping behaviors towards digital — i.e., online. Due to COVID, online grocery services like InstaCart, PeaPod, and Kroger have moved from a convenience to a necessity. This shift will likely remain as online apps and grocery chains fine-tune their offerings, and more consumers see the benefits of having someone else shop for them.