Shopper Marketing - June 2017 - 149
Today is less about what you own, more about where you BUILD your brand
It's not about linking consumers to your properties, but DRIVING shoppers
down the path to purchase.
Integrate your messaging to EARN performance online and in-store.
It's important to cast a broad net - retailers need to employ a customer base and use media to drive a more qualified audience to the retailer site. Then, strategic digital marketing campaigns can retarget shoppers once they're on the site, building an ecosystem and
expanding the retailer-specific customer base.
Integration of data and insights requires significant investment in resources and access
to best-in-class data, which is often a heavy burden for most CPG companies. Also,
many key online retailers don't contribute to the online data ecosystem, leaving gaps in
understanding capabilities and methodologies necessary to build a holistic e-commerce
Learn from the Trailblazers
Retailers are moving quickly to establish a firm foothold in the explosive e-commerce
world. There is no time to waste in engaging and exciting shoppers who are in the early
stages of creating their e-commerce behaviors. Winning over shoppers now will reap
long-term success as they realize the benefits of e-commerce and settle into a new shopping
To start, it's imperative to build a strong online presence in order to tap e-commerce
growth opportunities. Strategies need to hone in on a broad group of factors - from
subject matter to target markets and every consumer need in and around the category,
CPG teams have to recognize the unique, personalized approach necessary and implore
retailers to build the brand presence on the retailers' own sites. Repositioning spend
against e-tail sites rather than Google, search engine optimization, distribution plans
and aesthetics of the site are imperative. Everything contributes to an overall image and
the ability to engage productively with shoppers online.
As retailers establish their strategies to embark - or build upon - their e-commerce business, two approaches have emerged: Build it or Buy it.
Walmart.com has propelled efforts to establish presence and make connections online,
and efforts have been successful! With major gains in its online business and modest
gains in its stores, Wal-Mart Stores Inc. recently announced its 10th consecutive quarter
of rising comparable U.S. sales, with a 1.8 percent fourth-quarter sales increase triggered
by a jump in traffic of 1.4 percent. E-commerce soared, with sales and gross merchandise
volume (GMV) skyrocketing 29 percent and 36 percent, respectively.