External Data for Consumer Goods: The Definitive Playbook2 Consumer goods companies are in the midst of a transformation. The pandemic disrupted supply chains and upended the retail market, forcing many smaller shops and convenience stores to close, move or change ownership. In the meantime, enterprising new stores have launched, and consumer buying preferences have shifted to online channels. Consumer goods companies face a two-fold challenge in recovering from the pandemic. First, they need to maximize opportunities with existing B2B channels such as retailers, independent grocery stores, convenience stores and corner shops. As consumer buying behavior has increasingly shifted online, they also need to expand and grow new direct-to-consumer (D2C) channels. The dramatic

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