Millennials, Hispanic shoppers, tech-savvy and health conscious consumers are reshaping the retail landscape. These segments are leaders in the e-commerce segment and CPG companies and retailers need to innovate their instore sales strategy if they want to get the shopper inside the bricks. Through in-store-only promotions, live demonstrations, and digital marketing integration, CPG companies and retailers are evolving their efforts to captivate and entice these emerging markets. Through use of loyalty program, POS, and third-party data they can track and monitor their efforts and use it to guide their activities.
They are relying on these insights to increase revenue on brick and mortar sales. Since these segments spend so much time online, CPG companies are enhancing marketing efforts and revamping product lines both digitally and in-store to get their attention to create the perfect marketing mix. They are also able to work closely with retailers and their sales teams to ensure that when they do find that perfect marketing mix there will be the perfect amount of inventory available limiting out-of-stocks and phantom inventory.
Kraft Foods saw an opportunity to increase sales by rebranding their Philadelphia cream cheese line to appeal to the new generations of consumers. They took a look at their data surrounding their demographics and made significant changes to their brand. They focused on healthier ingredients, changed the packaging to reflect the increase in fruits and vegetables using large images and text, created easy to share social media content on their website and created a recipes page for users to get new ideas and cooking suggestions on how to use their product. They are increasing brand engagement online to generate sales in-store and grow their customer base.
CPG companies and retailers are identifying new marketing channels to connect with their consumer. By combing their insights with digital marketing efforts, such as a strong social media presence, targeted content and a brand identity, as well as in-store efforts like demos, displays and promotions, the in-store shopping experience will continue to evolve and help drive sales within the bricks.
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