How CPG Brands Are Inserting Themselves in the Customer Journey

January 23, 2018

Two consumer behaviors are driving brands’ ability to gain insights into purchase behavior: the rise of pre-shopping research on products, and the adoption of ecommerce. Even as in-store buying remains far and away the preferred method to purchase groceries, the insights gained through digital touchpoints are helping consumer packaged goods (CPG) brands shape the new customer journey.

The overwhelming majority of CPG sales are still done in-store. But consumers are increasingly engaging with these products online, and searches often lead to ecommerce platforms. The most forward-thinking brand managers are now viewing ecommerce as one more marketing channel.

Shopper marketing data—the consumer behavior information culled from retailers’ loyalty programs—remains a key component for brand ad targeting. However, brands’ ability to collect first-party data from their own sites, in addition to third-party sources, gives a more nuanced picture of individual shoppers and allows for more targeted messages.

Meanwhile, relevancy is the new currency in digital brand marketing: For CPG brands, selling mass-market products to targeted audiences is not easy, but it’s a critical tactic to master. Consumers expect personalized messages and offers, and brands that can deliver this will have a huge advantage.

These insights are drawn from eMarketer's latest report, "Grocery Digital Marketing: Using Ecommerce to Shape Brand Messages." The report examines some of the most important ways in which CPG brands are using insights gained from online consumer behavior to create more personalized, relevant offers. eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here