Acknowledging the truths and avoiding the misconceptions


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In an increasingly channel-less environment, many FMCG suppliers are acknowledging the need to move away from traditional channel planning and include ways to manage channel evolution, new retailer requirements and channel blurring. The foundation of new channel plans should include globally agreed channel truths, while avoiding the biggest misconceptions that can quickly destroy the best-made plans.

Here, Kantar Consulting lays out some of the most important truths and misconceptions across discounters, eCommerce, big-box, drug and convenience as you begin to build out your channel plans for the year ahead in the short and medium term.

SUMMARY OF KEY LEARNINGS


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