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Route to Market & Supply Chain Blog

Future-Proofing the FMCG RtM in 2024: Sidestepping Critical Pitfalls

Posted by Ross Marie on Thu, Feb 22, 2024

In today's post, I would like to focus on steering clear of the obstacles that might disrupt your Route to Market strategy. As we step into 2024, leaders in consumer goods sector should be proactive in foreseeing major challenges in RtM and sidestepping any pitfalls that could hinder their RtM effectiveness.


Let us delve into five FMCG Route to Market pitfalls to avoid in 2024.

1. Inadequate Data Utilisation

The Pitfall: Failing to harness the power of data for strategic decision-making.

In 2024, successful FMCG RtM strategies will heavily rely on data-driven insights. Failure to leverage comprehensive data for market analysis, RtM portfolio analysis, consumer behaviour understanding, and performance measurement can lead to suboptimal decision-making. Ensure your RtM strategy incorporates robust data utilisation to stay ahead of the curve.

2. Lack of Digital Integration

The Pitfall: Neglecting the digital dimension in RtM operations.

As we step into 2024, digital integration is no longer an option but a necessity. Ignoring the potential of digital tools for order management, customer engagement, and market analysis can put FMCG companies at a significant disadvantage. Embrace digital technologies to enhance efficiency, communication, and overall RtM effectiveness.

3. Static RtM Strategies

The Pitfall: Clinging to outdated RtM approaches in a dynamic market.

Market dynamics are continually evolving, and what worked yesterday might not be effective tomorrow. Avoid the pitfall of static RtM strategies by regularly reviewing and adapting to market trends, consumer preferences, and technological advancements. Flexibility and agility will be key to staying competitive in 2024.

4. Neglecting Talent Development and Team Dynamics

The Pitfall: Underestimating the importance of nurturing talent within the RtM team.

In the rush to implement strategies and meet targets, overlooking the development of your RtM team can be detrimental. A well-trained, motivated team is essential for the successful execution of RtM plans. Neglecting talent development and team dynamics can lead to inefficiencies, communication breakdowns, a weakened RtM strategy, and an overall increase in RtM Risk.

5. Poorly Executed Channel Management

The Pitfall: Neglecting the optimisation of distribution channels.

In 2024, FMCG companies must avoid the trap of channel mismanagement. Understand the unique characteristics of each distribution channel and tailor your RtM strategy accordingly. Failing to optimise channel performance can lead to inefficiencies, missed opportunities, and an overall compromised RtM strategy.


Proactive RtM Excellence for 2024.

Success in the FMCG industry hinges on a proactive approach to RtM strategy. By steering clear of these five pitfalls - ineffective data utilisation, lack of digital integration, static strategies, ignoring sustainability imperatives, and poorly executed channel management - FMCG leaders can position themselves for excellence in 2024.

As we navigate the challenges and opportunities of the coming year, it's essential to continually reassess and refine RtM strategies to align with the dynamic FMCG landscape. By doing so, companies can avoid potential pitfalls and pave the way for sustained growth and success in the years to come. Here's to a prosperous and strategically sound 2024 for the FMCG industry!

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Tags: Traditional Trade, RTM, Ross Marie, 20 Steps to RtM Excellence

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