Analyst Insight: Consumers want the same experience regardless of what supply chain is in play. Consumers' expectations are growing and now the brands must be more cognizant of their supply chains and how it supports the brand. The dynamics between CPG - retail - consumer has changed drastically. Consumers no longer distinguish between channels and therefore CPGs themselves must be more proactive to manage their role in this ecosystem. - Guy F. Courtin, Vice President & Principal Analyst Constellation Research