CPG Marketing Blog

Ensuring the best digital shelf placement requires continuous and proactive monitoring.

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As online shopping for CPG and grocery products has grown rapidly, grocery lists are quickly becoming casualties of the shift.

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The biggest missing piece in omnichannel retail today, especially for consumer packaged goods (CPG), is bridging intent to conversion.

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Marketers know that messages resonate with target segments differently depending on demographics and psychographics. However, in our omnichannel retail world, the message, channel and shopping journey are also significant considerations for marketers everywhere.

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Omnishoppers make decisions at such speed that companies that aren’t at their fingertips at a moment’s notice lose their interest.

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Retailers and consumer packaged goods brands have an unprecedented opportunity to work together, particularly if they focus on their shared objective to get products into carts, in-store or digital.

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Effectively reaching this “always on” omnishopper is vital to long-term success. If you’re worried that you’re a bit behind in addressing the opportunity, you’ll be glad to know there’s still time to benefit from this sea change in consumer behavior … if you act quickly.

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Consumer expectations are driving rapid and exciting change in the retail environment. Omnichannel, always-on shopping behavior is increasingly becoming the norm, and technology solutions like buy online pick-up in store (BOPIS), Instacart and AmazonFresh are taking off because they are tailored to meet the needs of today’s “omnishoppers.”

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While 79% of consumers make a shopping list before visiting a grocery or drug store, less than half make a list when buying food and personal care items online.

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As Millennials begin to buy homes and have children of their own, they’re quickly becoming the most important market segment and will continue to drive preferences across the spectrum. Smart brands and retailers who find ways to meet their needs in unique, intelligent ways will find their numbers rising with all audiences.

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