Attention CPG brands! You are accustomed to retailers calling the shots and controlling the consumer relationship. You have also invested massive marketing dollars on acquisition based tactics ranging from promotions, in-store media and sweepstakes to FSI's, social media and sampling programs, all to compete for the attention of the consumer. Another reality is that the consumer landscape is changing, bringing with it empowerment and brand promiscuity. It is up to CPG manufacturers to differentiate themselves and move ahead of the competition by forging a direct relationship with consumers. Here, loyalty can be a key strategy to strengthen relationships and to gain valuable data at the same time. With this in mind, we thought we'd share some of the challenges and opportunities that CPGs and retailers are facing now.