In the age of customer experience, experience is increasingly valued over ownership, with a significant increase in spending on services and dining out. This shift has implications for consumer packaged goods (CPG), where customer experience is an essential differentiator. Native digital brands must navigate the click-to-brick transition, managing logistics, labor, inventory, and executing planograms. Digital transformation plays an integral role in pulling everything together, and experiential marketing growth is essential. The role of inventory in the success of experiential marketing is also crucial, as is the importance of brand reps, retail employees, and contingent labor in creating a successful customer experience.

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