To stand still is
to fall behind
2015 Consumer Executive
Top of Mind Survey
[Link]/CMsurvey
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
KPMG and the CGF recently asked 539 senior executives at global
consumer companies what their top of mind priority was for the
coming year
Although talent, growth, consumers and data were the areas most often rated as
‘very’ or ‘critically’ important to success,
Global expansion and top line growth clearly emerged as executives’ topmost
priority for 2015.
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
So – the goal is to grow…
…The question is, how?
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
THE DRIVERS, ENABLERS AND DERAILERS OF GROWTH:
Consumer Consumer Data
trust knowledge security
Driver Driver Enabler Enabler Derailer Derailer
Omni-channel Supply CSR and
and technology chain Sustainability
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Driver
Consumer trust
1 in 3 executives said building consumer trust would be
an area for increased investment over the next year.
This is the top area of focus after growth.
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Driver
“No matter how good your product
or service is, you will not be able to
grow without the trust of your
customers.”
Willy Kruh
Global Chair, Consumer Markets
KPMG International
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Driver
Omni-channel and
technology
The growing role of the Internet throughout the path to purchase continues
to be critically important to companies’ ability to compete.
Yet this area remains a significant challenge for many executives.
25%
said it’s a
top
challenge
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Driver
55% 52%
Seamless shopping Ability to shop from a
experience mobile device
Just over half of the retailers surveyed offer a
seamless shopping experience and slightly fewer
offer mobile shopping
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Driver
“Becoming ‘diagonal’ will help
consumer companies cut through
emerging technologies like smart
watches or new payment methods
that may be controlled by third
parties.”
Jeanne Johnson
Head of Omni-Channel
KPMG in the US
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Enabler
Consumer knowledge
The possibilities of data and analytics have not yet been fully
absorbed and integrated by most companies.
Without deep insight into customer preferences and behaviors,
success is far from guaranteed – creating a competitive edge for
those who can grasp it.
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Enabler
1 in 5
respondents said that they
understand how their customers
will actually behave
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Enabler
“The competitive edge will go to
those companies who master
‘turning data into insight into value.’”
Thomas Erwin
Senior Partner, Data & Analytics
KPMG in Germany
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Enabler
Supply chain
The move to digital and mobile shopping puts pressure for
efficiency on all aspects of supply.
As a result, this is one of the areas that is important to many who
named it as an area for increased investment.
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Enabler
24%
of executives said they are
planning to increase investment
in their supply chain
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Enabler
“Regardless of whether companies
think supply chain and operations
improvements are needed to fuel
growth – they should ensure they’ve
got a cross-functional,
well-constructed supply chain
strategy.”
Andrew Underwood
Head of Supply Chain for
Consumer Markets
KPMG in the UK
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Derailer
Data security
Over half of the respondents believe their company has the skills
and technology to manage cyber security, indicating a possible
false sense of security.
Even executives who have already experienced a breach show no
greater concern about the issue than those who have not.
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Derailer
Reputational
damage Lost time
Loss of
and loss of due to crisis Inability to
intellectual
consumer trust management deliver
property
products or
services
Top 4
most significant threats executives said they
feared as a result of a data breach
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Derailer
“Threats to companies’ data are
dynamic – they can [also] be
attacked by activists, government or
competitors.”
Anthony Buffomante
Head of Cyber Security for
Consumer Markets
KPMG in the US
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Derailer
CSR and Sustainability
When it comes to corporate social responsibility (CSR), food and
product safety ranked as companies’ top priority, area for
investment, and greatest challenge.
As a key driver of consumer trust, this is not surprising.
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Derailer
2 out of 3
executives said consumer trust
is the primary driver of their
sustainable practices
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Derailer
“Customers will leave if they
don’t feel like they can trust a
brand. Companies need to think
about what their brand stands
for, and how they can build
tangible trust.”
Julio Hernandez
Global Head of KPMG’s
Customer Center of Excellence
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
IS YOUR COMPANY READY FOR GROWTH?
Do your customers understand
Is your company actively CSR &
Customer and value your commitment to
building consumer trust? Sustain-
trust
ability CSR and sustainability?
Is your omni-channel Customer Are you leveraging the
Omni-
channel strategy as dynamic as your knowledge intelligence your customer
merchandising plan? data holds?
Do you understand the risks Is your supply chain agile and
Data Supply
security of a security breach? Are chain efficient enough to meet new
you prepared? and growing demand?
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
WHO WAS SURVEYED 34%
Company headquarters 16% 28%
Europe and Russia
Latin America
9%
Asia Pacific
Africa/Middle East
Northern America
13%
Title Company size (USD) Primary business Subsector
CEO/President: 16% Less than $500 million: 14% Manufacturer: 48% Consumer goods: 38%
Director/Board member: 9% $500 million-$999 million: 25% Retailer: 32% Food or beverages: 31%
Other C-suite: 50% $1 billion-$4.9 billion: 27% Distributor: 20% Clothing, apparel, or footwear: 16%
Senior management: 22% $5 billion-$19.9 billion: 19% Diversified: 8%
Other: 2% $20 billion-$50 billion: 9% Agribusiness: 2%
Over $50 billion: 6% Other: 5%
Source: KPMG 2015 Consumer Executive Top of Mind Survey
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
Willy Kruh Peter Freedman
Global Chair, Consumer Markets Managing Director
KPMG International The Consumer Goods Forum
wkruh@[Link] [Link]@[Link]
@WillyKruh_KPMG @CGF_The_Forum
For more information on the report contact us or visit [Link]/cmsurvey
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services.
No2015
© member firmInternational
KPMG has any authority to obligate(“KPMG
Cooperative or bind KPMG International
International”), a or any entity.
Swiss other member firm
Member thirdofparties,
firms the KPMGnor does KPMGofInternational
network independent have any such
firms authority with
are affiliated to obligate
KPMGorInternational.
bind any member [Link]
KPMG All rights reserved.
provides no client services.
No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
[Link]/socialmedia [Link]/app
© 2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms
of the KPMG network of independent firms are affiliated with KPMG International. KPMG
International provides no client services.
The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of
KPMG International.
The information contained herein is of a general nature and is not intended to address the
circumstances of any particular individual or entity. Although we endeavor to provide accurate and
timely information, there can be no guarantee that such information is accurate as of the date it is
received or that it will continue to be accurate in the future. No one should act on such information
without appropriate professional advice after a thorough examination of the particular situation.
