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Zero Friction Future FMCG Summit: Here’s how digital technology is transforming FMCG businesses

Updated : July 13, 2019 06:49 PM IST

'Zero Friction Future' is a thought leadership initiative by Facebook to help businesses grow by reducing consumer friction in the path to purchase.

On the sidelines of the Zero Friction Future FMCG Summit, CNBC-TV18’s Storyboard team had a fireside chat with Siddhartha Banerjee, director, global sales organisation, Facebook and D Shivakumar, group executive president, corporate strategy and business development, Aditya Birla Group and spoke to them about how digital technology is transforming businesses in the FMCG space.

According to Shivakumar, "There is no industry be it business-to-consumer (B2C) or business-to-business (B2B) or business-to-government (B2G) that is not impacted by digital."

Banerjee said, "In the consumer landscape, the curve has become a noodle meaning, the AIDA curve that is attention, interest, desire and then action, as a result of digital a consumer can go right from discovery to purchase in few seconds, so the cost of trail, distribution etc has evaporated."
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