February 23, 2022

5 minute read

Consumer Brands Need a More Robust Digital Narrative

Consumer brands are starting to disclose more digital metrics in response to growing interest from shareholders that want to understand their digital strategies and performance.
 
Most commonly, these consumer brands share their current digital penetration – digital sales divided by total sales - and how they expect that to grow through “digital transformation”. Anywhere from 5-15% is typical across the CPG space, and the common vision is for this to double over the next five years.
 
Consumer brands like this metric because it is easy to understand and is comparable across companies.
 
Yet, it is problematic:

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