Pear Commerce || Actionable Consumer Insights

In the last section, you learned about the tools of retail ecommerce, the importance of making everything shoppable, and shoppable strategies broken down by marketing channel. Revisit it here.

In this section, we’ll dive into the shopper behavior that click-level insights can reveal, allowing you to personalize your messaging and targeting. Your brand deserves the specific information to expand your audience and optimize your campaign tactics.

Need a refresher on performance marketing before diving in? Get the highlights here.

| UNDERSTANDING SHOPPER BEHAVIOR

Traditionally, the ability to understand shopper behavior and purchasing decisions was unique to DTC brands. These brands leveraged closed digital marketing feedback loops and purchase data to gain valuable insights—resources that were largely out of reach for CPG brands operating in retail. But not anymore.

CPG brands can now gain a deeper understanding of how shoppers engage with both onsite and offsite shoppable experiences. Robust data allows brands to analyze consumer interactions and make more personalized marketing decisions (stay tuned for more on that in the next section).

Pear empowers brands to analyze shopper behavior across multiple dimensions, including:

Product performance
Campaign channels
Geographic regions
UTM parameters, like:
- Ad audience
- Copy effectiveness
- Creative impact
- Campaign (e.g., tracking influencer campaigns across platforms)

The solution? Real-time tracking without batch processing. This provides a dynamic and immediate understanding of what’s working—and what isn’t. From analyzing shopper behavior to measuring retailer visits and expanding a brand’s retailer share of voice, Pear delivers insights that drive results.

| MAKING RETAIL ECOMMERCE INSIGHTS ACTIONABLE

What sets Pear’s shoppable tools apart is the power of the insights they deliver. Pear uses full-funnel data to provide quick feedback during campaigns, helping brands improve performance. Brands can now accurately measure the impact of their retail strategies.

CPGs gain a clearer understanding of the following:

1. What’s driving sales down to the UTM level

- For instance, dive deep into your shoppable campaigns by comparing performance across levers like:
  - Big-box retailers like Walmart or Target vs. regional retailers
  - Retailer visits at Walmart in Florida (or any state) by zip code
  - Walmart shoppers on Meta vs. Pinterest ads
  - Retailer by audience
  - Retailer by influencer
  - and more…

2. How any campaign is performing against company benchmarks
3. How the company’s marketing performance improves over time

These use cases are especially powerful for CPGs looking to expand their digital share of wallet in the retail space:

Affirmation: Confirm hypotheses
Get takeaways like: Meta is a more impactful channel for my shoppers than Snap.
Testing: Run comparative tests
Quickly answer: Will Pinterest perform better than Meta?
Data-based decisions: Use real-time data to make smarter decisions about your marketing budget.
You can even make adjustments to an active campaign.

Check out this case study on how one brand leveraged Pear’s insights to optimize their retail marketing strategy.

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Actionable consumer insights

| UNDERSTANDING SHOPPER BEHAVIOR

| MAKING RETAIL ECOMMERCE INSIGHTS ACTIONABLE