“One hand away from customer reach” – this is how one of Coca-Cola’s most visionary CEOs defined Route-to-Market (RTM) over 30 years ago.
“Ubiquity” – this was how Ramon Laguarta redefined PepsiCo’s strategy when he took over global leadership.
“One yoghurt a day, in every home, worldwide” – the dream of Danone’s founder, which shaped the brand’s global RTM strategy for decades.
These perspectives may differ in phrasing, but they converge on the same principle: Route-to-Market is not simply about logistics—it’s about brand availability, relevance, and value at every touchpoint.
The Strategic Core of RTM
A successful RTM strategy must address three interconnected pillars:
– Availability – ensuring the right product is accessible at the right time and place
– Cost – managing operational efficiency across the value chain
– Customer Preference – delivering against consumer expectations and retailer needs
Each of these pillars contains dozens of sub-components, from incentive models to call concepts, each requiring focused decision-making and long-term investment.
RTM methodology involves building solid structures—Market Models, Service Models, Execution Tracking systems, and tailored P&L scenarios—all of which define a company’s relationship with its customers. At its core, RTM success today hinges on the field force’s ability to identify commercial opportunities, execute flawlessly in-store, and activate the brand with autonomy and local insight.
Macrotrends Reshaping RTM in FMCG
As we look ahead, several global megatrends are already redefining how both consumers and retailers engage with FMCG brands:
- – Omniconnected shoppers across all generations
- – Hyper-customization, with consumers willing to pay more for tailored experiences
- – Health-conscious consumption, driven by sustainability and wellness goals
- – On-demand services and home consumption, transforming shopping behavior
- – Cautious spending, reflecting global economic uncertainty
- – Fast deployment of Direct-to-Consumer (DTC) models
- – Accelerated digitization, especially in traditional retail environments
Digital Transformation in RTM
Digital transformation is reshaping the competitive landscape across all RTM sales channels: Food Service, Traditional Trade, Modern Retail, and Institutions & Workplaces. We highlight four emerging digital levers that are already proving critical:
- B2B Platforms – Enabling direct engagement with store owners and managers, B2B e-commerce in FMCG is fast becoming a powerful loyalty and brand activation tool.
- AI-Driven Suggested Orders – Leveraging artificial intelligence to maintain shelf presence and combat stockouts—still the number one threat to brand equity.
- Omnichannel Ordering – Seamless ordering solutions that empower customers to buy anytime, anywhere, using any device.
- Digital Payments – From microfinancing to automated transactions, digital payment ecosystems reduce credit exposure and improve cash flow for both suppliers and customers.
DTC Innovations: From Customization to Loyalty
Digitization is also unlocking new growth paths in the Direct-to-Consumer space. Two standout examples illustrate how personalization, subscription models, and bundled packaging can fuel brand loyalty:
- pantryshop.com (PepsiCo): A consumer-focused platform offering predefined bundles (snacks, drinks, cereals, etc.) for recurring delivery or gifting.
- heinztohome.co.uk (Heinz): A UK-based platform allowing full personalization—from naming your ketchup bottles (‘Victor’s Ketchup’) to adding messages, building custom packs, and purchasing branded merchandise.
A Call for Strategic Reinvention
Future-ready RTM models require more than automation—they need insightful integration across systems, people, and processes. Many organizations today operate with partially digitized RTM flows: Sales Force Automation, Data Management Systems, and Integrated Business Planning. While these provide a good foundation, they often fall short in enabling real-time, data-driven decision-making.
The next leap forward will be fueled by AI, predictive analytics, and meta-data correlation, offering granular visibility into consumer behaviors, delivery capabilities, and commercial forecasting.
“Within our projects, we collaborate with global companies to develop AI-driven ‘Selling Stories’—digital tools that create 100% customized sales scenarios based on the retailer’s profile, consumer insights, and brand strengths,” says Lucian Marin, Founder of 4 Growth Consulting.
In conclusion, a modern RTM strategy is not a static model—it is a dynamic capability that must evolve in step with consumer expectations, retail transformation, and technological advancement. The brands that will lead in the next decade are already investing in this evolution today.
