Blog Post

Your Guide to a CPG Omnichannel Marketing Strategy

06/22/2023 - Liz Cerrone

If you’re looking to drive measurable growth for CPG brands, you must have an effective CPG omnichannel marketing strategy. Consumers have gotten used to the notion of getting what they want and need online, but still want the same experiences they had when shopping in-store. Although things are getting somewhat back to normal, there is still an opportunity to cater to these types of customers without them losing interest in a great shopping experience from brands they love.

While some companies may have a siloed structure within their organizations and don’t have the resources or analytical know-how to integrate captured data to create a holistic, effective CPG omnichannel marketing strategy, understanding how this strategy is imperative to future success can make the difference between moving forward or being left behind.

What is Omnichannel Marketing?

Think about the brands providing a cohesive shopping experience for their customers, whether online or in-person. The same products and experiences are accessible to everyone, catering to every audience while empowering buyers. Customers are reached across a number of channels working together based on their buying cycle state.

The beauty of a CPG omnichannel marketing strategy is the granular way consumer buying patterns are identified to determine who is most likely to purchase based on the in-store or online experience.

What is an Omnichannel Strategy?

An omnichannel strategy delivers campaigns differently. It focuses on delivering content across the entire buyer’s journey, no matter where they are in the funnel. The brand is focused and strategic, providing the same voice on every platform regardless of the audience. Each channel used should build on the next, creating a strong presence of channels working together for the buyer.

Although different channels are used, traditional media should still be included. A good omnichannel strategy includes radio, OOH, digital, eBooks, brochures, flyers, packaging, and other tactics.

CPG and Omnichannel Marketing

Consumer Packaged Goods (CPG) can really thrive in the omnichannel marketing space. Consumers like being engaged with brands, so the communication must be there. With so many ways to share content, brands must incorporate all these tactics into their strategy to effectively reach every audience. Making customers feel like their buying journey is tailored just for them is key. CPG has a unique opportunity to gain traction with customers by understanding and delivering optimized communications at every touchpoint.

Doing the research matters. The brand must find out who their customers are, what they are buying, how they are buying (online or in-store), are there products that are bought only online or in-store? How many channels are in their buyer’s journey before they decide to buy? This is a great opportunity for CPG companies to stand out from their competition and make a real impact in the marketplace among those customers that are interested in their brand.

With customers shopping online more, flexibility in the way the experience is presented makes a difference. Mobile devices are one of the best ways to engage customers and drive conversions, but employing a direct approach that includes operations, marketing, sales channels, and fulfillment within their CPG omnichannel marketing strategy.

CPG brands can succeed by building on this direct approach to keep up with the modern consumer by doing the following:

1. Capitalize on direct-to-consumer channels.

Companies that have started building direct-to-consumer sites are the real winners. Customers in the past year have turned to DTC to purchase items they regularly use or CPGs. In fact, 87% of consumers indicate they would purchase directly from brands online. How can this occur? Consider any channel conflict that may occur by diversifying products being sold online and in-store, don’t neglect new, emerging technology, and have the right fulfillment systems in place.

2. Use social media to promote the brand.

It’s no secret that brands must be on social media to engage with different audiences. Brands that have a DTC website are ahead of the curve but giving consumers options to purchase on social media platforms like Instagram or Facebook enhances the experience and helps build stronger connections. Using additional channels to engage and drive consumers to the DTC site helps create continuity and brand awareness. Tik Tok is one of the best platforms to do this.

3. Be transparent with inventory.

Not only do CPG brands need to focus on DTC and promoting the brand, but having what consumers want in stock makes the brand look good, increases demand because they don’t have to wait for new inventory, and helps the back office centralize fulfillment operations.

4. Have a seamless order and fulfillment process.

There are many companies that only have DTC options available to customers in certain areas. One of the reasons this is so effective is because their order, shipping, and fulfillment processes are second-to-none. Having the inventory on hand and a quick shipping process makes consumers happy and eager to spend money on that brand again.

By gathering data and gaining a deeper understanding of their customers to fully grasp their challenges, goals, and needs, CPG brands will be able to provide the best omnichannel experience. Departments within the organization must work together, restructuring how they operate to develop an integrated customer experience from every touchpoint. By working together, each department understands how they all contribute to the customer experience and can communicate from an agile marketing mindset. eCommerce is a huge part of CPG brands and will continue to grow with consumer demand. CPG brand strategies must also include voice search, an enhanced relationship with retailers, and adapt additional channels that help them stay relevant in this space.

The Value of a CPG Omnichannel Marketing Strategy

Is it really worth it to offer an omnichannel experience for consumers? Absolutely. CPG brands who understand the value of these types of experiences within their marketing strategy have a 30% higher lifetime value than the brands that don’t.

If your brand is looking to develop a CPG omnichannel marketing strategy, working with a team that understands the nuances and development process is key. The team at Digilant works with your brand to create a strategy that helps you engage, interact, and convert your audience into loyal customers. Interested in learning more? Contact us today.

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