August 24, 2022
Ad Tech

How an Omnichannel Approach Is Transforming CPG Brands

Henry Kim

They say that with change comes opportunity, and never has it been more evident than in the current retail environment. As the industry shifted to accommodate shoppers’ needs during the pandemic, retail technology evolved quickly to meet the challenges presented by shuttered doors and limited brick-and-mortar access for customers and retailers alike.

Fast forward to today, and the technology tools and solutions adopted in the past few years have significantly shaped the entire retail industry, creating what are now valued and expected retail touchpoints within the market. When applied correctly, an omnichannel approach can build awareness and loyalty, not just for retailers, but for CPG brands that want to stand out within their category, to capitalize and to grow.

Why Omnichannel Matters for CPG brands

The trends have spoken: single-channel marketing is obsolete and omnichannel shopping is here to stay. While 41% of online US grocery shoppers were first-time users at the height of the pandemic, it’s now become the norm for shoppers to use multiple channels—primarily on their smartphones—to research products, plan their lists and find the best savings. For consumer-packaged goods brands, in particular, this change in the way consumers shop necessitates a strategic leap into omnichannel distribution.

At its core, an omnichannel approach is risk mitigation, ensuring that CPGs avoid the pitfall of being over-invested in any particular channel. By spreading their investment around—with digital campaigns through retail media and targeted content to shoppers, for example—brands can gain valuable insight that helps them to meet their customers where they are and to plan their next steps accordingly.

The omnichannel approach also provides CPG brands a priceless opportunity to connect with customers one-on-one. By using the valuable first-party data that comes from a robust retail media platform and thoughtful campaign execution, brands can attract and retain customers with targeted content and offers, increasing trust, loyalty and overall lifetime spend.

Opportunity Is Knocking

Today’s shoppers are very tech-savvy. They know they can create efficiency and savings by doing the proper research and planning before entering the brick-and-mortar location. In fact, most shoppers go online to research a product—often using multiple channels to find the best deals—before making a purchase. Additionally, research shows that more than 90% of consumers use smartphones while shopping in stores, creating an incredible opportunity for CPG brands.

By choosing to embrace an omnichannel approach, brands can not only connect with and inform customers across their discovery journey, but can attract and influence them at the point of sale, where final purchasing decisions are being made. This personal and real-time communication builds awareness and loyalty that can help catapult CPG brands to the top of their category.

Partners in Success

In order to successfully leap into this omnichannel world, brands need to find a technology partner with the tools, solutions and know-how to help them thrive. This is where companies like Swiftly come in.

With plug-and-play solutions and expert support, Swiftly provides brands with targeted retail media programs that engage shoppers with relevant pricing, promotions and coupons, while also connecting with them at point of purchase.

Couple that with Swiftly’s rich data and analytics capabilities and CPG brands can thoughtfully amplify national campaigns, investing in the channels and strategies that are most relevant to their success,

The bottom line: when executed correctly with the right partners, CPG brands can become virtually “future-proof” in the ever-evolving retail landscape, finding momentum, growth and loyalty, no matter where technology takes us next. Contact us today to discover how Swiftly can work for you.

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