MCG brands have always looked for ways to engage directly with their customers, but the reality has been that without the point-of-sale systems (POS) their ability to build direct relationships has been very limited. The lack of direct customer relationships has made FMCGs dependent on retailers to reach their customers and to obtain specific data and information about their customers’ consumption patterns. It also makes it almost impossible to build cumulative customer value over time to increase customer loyalty, which is necessary to maximise the customer’s lifetime value.