Executive Briefings

As Roles Blur, Suppliers and Retailers Adjust

The world of consumer packaged goods is no longer marked by a clear division between manufacturers and retailers. Producers are getting closer to the end consumer, in an effort to improve demand forecasting and reduce out-of-stocks, while retailers are becoming manufacturers through private-label branding. Nari Viswanathan, research director of supply chain management with Aberdeen Group, reveals the reasons behind this dramatic shift, and talks about how CPG companies are fitting into their new roles. Both sides are struggling to make better use of point-of-sale information while improving notoriously inaccurate forecasts. Viswanathan also offers a report card on Collaborative Planning, Forecasting and Replenishment (CPFR), the joint industry effort that has yielded mixed results since its inception. [Run Time (Min): 11:40]


The world of consumer packaged goods is no longer marked by a clear division between manufacturers and retailers. Producers are getting closer to the end consumer, in an effort to improve demand forecasting and reduce out-of-stocks, while retailers are becoming manufacturers through private-label branding. Nari Viswanathan, research director of supply chain management with Aberdeen Group, reveals the reasons behind this dramatic shift, and talks about how CPG companies are fitting into their new roles. Both sides are struggling to make better use of point-of-sale information while improving notoriously inaccurate forecasts. Viswanathan also offers a report card on Collaborative Planning, Forecasting and Replenishment (CPFR), the joint industry effort that has yielded mixed results since its inception. [Run Time (Min): 11:40]