Despite the rise of mobile commerce, 94% of all retail sales still take place offline. That means the digital marketing efforts of CPG businesses should not merely focus on driving online sales, they must also motivate customers to walk into a physical store and purchase their product – not one of their competitors’. For Consumer Packaged Goods (CPGs) marketers, the challenge is connecting with the end consumer through relevant, localized, and personalized messaging to create brand loyalty to influence those shoppers.
Following The Retail Path To Hyper-Local Targeting
While compelling offers and the timing of ads contribute to converting customers, relevancy is the most critical element of any digital campaign. Empty Nesters, for instance, do not wish to receive offers about diapers. However, true relevancy goes beyond demographics. Retailers have long been using behavioral data to hyper-target local customers. CVS uses their behavioral data to provide customers with discounts on specific products at specific neighborhood stores. The message is not, “CVS knows what you need,” but rather, “CVS knows what you need, and you can find it in stock at this exact location, just a few miles from your front door.” With this type of personalization, the offer becomes actionable and is more likely to lead the customer to purchase.
Deepening Customer Engagement
Personalized, relevant messages create positive experiences with brands, and customers are more likely to purchase a product offline when they have a positive online experience with a brand.
Examine the personalized loyalty programs adopted by Heinz Foods. They provide Visa rewards, sweepstakes, virtual rewards, and in-store coupons online to help engage customers with their brands. These are not new concepts, however, these brands use digital platforms in a way that tells their customers that they understand their needs. Their rewards and offers are relevant, and the platforms are extremely easy to use and navigate. Heinz understands that convenience and ease of use is pivotal for their target audience. The positive experience they have online makes Heinz products more memorable once the customer gets into the grocery store.
Likewise, brands can differentiate and create memorability by demonstrating an understanding of who their audience is: the Dove Real Beauty campaign used positive messaging combined with “real women” of all shapes and sizes to relate to their end consumers and promote healthy body image – a primary concern for their target audience.
Frequency Of Messaging: Less Is Often More
When a customer provides his or her personal information to a brand, they expect to be treated with respect. They understand that they are giving the brand permission to contact them, and they are willing to accept those messages – but only if those messages mean something to them. In the same vein, a newsletter does not have to go out every week when once a month will suffice. Offers, coupons, and promos are only effective when the customer has a reason to make the purchase. Bombarding individuals with daily messages and clogging up social media feeds with irrelevant offers is a waste of resources.
In order to connect with end consumers and influence purchases, CPGs have to stay on their toes. Informational ads have their time and place but personalized, local, relevant communications are actionable messages that helps brands to differentiate and create customer loyalty, so that when customers walk into a brick-and-mortar stores, their brand stands out.