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CPG

Unlocking growth for CPG

With modernized commerce platforms and digital experiences

Transform or fall behind? The race to differentiate in CPG

The competitive landscape for CPG brands is tougher than ever.

Traditional laws of growth leveraging scale and reach have lost their impact. As retailers consolidated and consumer attention and preferences fragmented, the traditional CPG formula lost its power.

Today’s consumers expect value, transparency, and personalized experiences across multiple shopping and experience channels. All this, in an environment of ever-increasing costs and a digital arms race.

For CPG brands, winning means reimagining how they connect, personalize and deliver value to an ever-fragmenting customer base, across every touchpoint.

To win, though, brands must overcome challenges such as outdated commerce systems, content chaos, tons of data that no one is sure how to use, lackluster brand experiences, and rising customer acquisition costs. So, how do CPG brands win? By:  

  • Modernizing B2B commerce systems to make it easier for wholesalers and retailers to find and buy the right products for their business.

  • Extending their brand story into digital experiences in truly relevant ways.

  • Reimagining direct-to-consumer offerings that go beyond transactions, to also drive brand equity and capture valuable first-party data.

  • Driving marketing and trade effectiveness with manageable attribution models and automated intelligence.

  • Building scalable platforms that flex to local market needs while driving global efficiency.

Case

A D2C commerce transformation
 for Mars

Seeing the need to connect directly with consumers, Mars partnered with Valtech to upgrade its direct-to-consumer commerce platform. The aim was to enable multiple brands to engage directly with consumers to deliver impactful brand experiences and capture first-party data.

We use data to transform commerce systems and create memorable digital experiences

Valtech partners with CPG companies to modernize their commerce systems, bring their brand experiences to life in the digital world, and create personal connections with consumers while leveraging first-party data — rather than relying purely on third-party data.   

Our solutions help CPG brands stand out and achieve long-term growth in an increasingly competitive landscape. With composable, flexible, scalable platforms and a focus on innovation, we help CPGs keep up with the fast-moving pace of business — from changing consumer preferences to new technologies to emerging ways to engage. 

B2B commerce modernization

  • Outdated systems?: We modernize and unify fragmented B2B platforms across brands and markets. 

  • Composable platforms: Flexible and scalable for bulk ordering, custom pricing and B2B2C experiences. 

  • Efficiency at scale: Balance local customization with global consistency for seamless operations. 

 

Brand awareness and experiences 

  • Cut through the noise: Transition your brand from product-focused to experience-focused through personalized, high-impact experiences. 

  • Centralized content: Manage and distribute content easily across digital and physical touchpoints. 

  • Retail media and digital shelf activation: Extend your brand into retail with high-quality, automated product information and retail media. 

D2C beyond transactions 

  • From transactions to relationships: Build long-term loyalty through personalized, data-driven experiences. 

  • AI-powered personalization: Automate tailored offers and content to individual preferences

  • Community building: Create meaningful connections through social engagement and loyalty programs. 

ROI and attribution for marketing and trade 

  • Guesswork to precision: Measure the effectiveness of marketing and promotions with advanced analytics. 

  • AI-driven insights: Improve attribution across channels with smarter data integration. 

  • Maximize ROI: Optimize spend and strategies with real-time performance tracking. 

Global platforms, local autonomy

  • Unified platform with flexibility: Centralized architecture supports rapid local site creation, ensuring global brand consistency.

  • Reusable components for scalability: Adaptable, pre-built modules allow markets to customize while maintaining efficiency.

  • Seamless global-local balance: Agile rollouts integrate local needs without compromising global standards.

CPG case studies

Case

Head & Shoulders

Case

Mars

Case

L'Oréal

Case

Procter & Gamble

Meet our CPG leads

Our CPG team has decades of experience working with — and for — the industry’s leading brands. Reach out with any questions you have.

Kristi Karens
Senior Account Director, Valtech
Andrew Lee
Strategy Partner, Valtech
Damian Boyd-Boffa
Global Client Executive, Valtech

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A retail store employee wearing a white shirt and black pants is working at a checkout counter. She is using a laptop and a touchscreen point-of-sale (POS) system. The background features clothing racks, shelves with bags, and a sign reading “NEW COLLECTION.” The store has a modern design with bright lighting and sleek fixtures.

Case

Mars

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Head & Shoulders

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