The root of the problem? A perfect storm was brewing on the horizon of retail, with dark clouds of shifting consumer behavior, digital disruption, and unprecedented unpredictability. CPGs, giants once accustomed to dictating the rules of the game, saw themselves as David facing Goliath, struggling to adapt and survive in a constantly changing landscape. For decades, CPGs reigned supreme. Familiar names, products that filled homes, and supermarket shelves bursting at the seams – a kingdom built on predictability and brand loyalty. But, like all empires, the arrogance of invincibility paved the way for complacency. As the digital revolution gained momentum, most CPGs watched from the sidelines, confident in their legacies. This strategic inertia became the cornerstone of their downfall. Digital disruption wasn’t just a technological shift; it was a seismic change in consumer behavior.