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Moreover, be it retail stores, e-commerce portals, or common messaging apps like WhatsApp, Facebook, and Instagram, consumers want CPG products to be marketed and sold everywhere, and not only expect speedy service but also want brands to understand their needs and preferences, market products accordingly, and remember them at every touchpoint.
But as companies have adopted more standalone tools for nearly every business activity imaginable, their ecosystems have become saturated with apps and software. And according to Gartner®, “IT typically is aware of only a third of those due to decentralized ownership and sourcing.” Overall, this has been a boon to organizations.
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