Understanding retail ecommerce

Essential to success: Building your retail ecommerce strategy

CPG brands need to master three core pillars:

1. Shoppability

Consumers expect easy access to your products, including:

• Daily-verified inventory: Ensure accurate inventory data across all retail partners to know when and where your brand is on shelves, preventing stock issues.

• Clear purchase paths by region: Start building your local loyalty. Let shoppers buy from any online retailer, including co-ops and local grocery stores, which account for 50% of clicks.
  
  

2. Click-level insights

Identify what works and doesn’t to improve your retail ecommerce strategy today. Uncover:

• Detailed shopper analytics: Track performance by retailer, product, region, and creative to identify which elements are successful. Discover where shoppers drop off in the purchase journey so you can guide them toward a final sale.

• Real-time sales data: Leverage unbatched consumer sales data from over 40 major retailers to optimize new and existing campaigns.
  
  

3. Audience engagement across the funnel

Grow your brand by understanding your shoppers' journey along the funnel:

• Make awareness discoverable: Use where-to-buy functionality to guide new shoppers to your brand. Understand your retailer share of voice wherever you sell.
• Incentivize & retarget for trial: Inspire first-time purchases with tailored promotions or discounts. Retarget shoppers who showed interest, turning browsing into buying.
• Retain loyal consumers: Keep shoppers returning with personalized offers based on their shopping habits, encouraging repeat purchases and brand affinity.
  
  

Once brands unlock these retail ecommerce elements, you can confidently drive shoppers to the right retailers and capture a greater share of wallet.

Common challenges CPG brands face in retail ecommerce

In an ideal world, CPGs would have the tools to drive traffic to all retailers using ecommerce marketing, boosting sales. Until recently brands have lacked the key components to execute these full-funnel strategies. Both enterprise and emerging brands struggle with: 

• Lack of inventory data: Managing inventory across multiple retail partners, especially regional ones, is challenging for brands of any size. Keeping track of item stock simply isn’t feasible without the right tools or resources.

• Fragmented experiences: Using too many different tools across various platforms leads to inconsistent customer experiences.

• Gaps in sales data: Brands lack granular data on what’s driving purchases at retail, making it difficult to scale campaigns effectively.

• Too many clicks: It’s too expensive for brands to run full-funnel strategies due to the significant dropoff from each additional step in the shopper journey.
  
  

For established brands:

• Awareness, but not conversion: Big brands excel at generating awareness but struggle to sell due to disconnected shopper experiences and high drop-off rates.

• Costly campaigns: Trying to convert shoppers at scale can be expensive, especially when campaigns aren’t optimized for impressions or retailer visits.
  
  

For emerging brands:

• Limited resources: Smaller brands often lack the budget and tools to create seamless omnichannel experiences. They may end up with a static where-to-buy solution or ads that don’t lead directly to purchase.

• Missed sales: Without a unified platform, emerging brands rely on multiple vendors, leading to missed brand opportunities.
  
  

The integrated, omnichannel brand approach

A unified where-to-buy and shoppable media platform helps connect your brand media to retailers everywhere. Simplify the shopper journey, integrate backend data, and support consumer spending for a greater share of wallet.

• Unified shopper journey: Consolidating all your retail paths into one streamlined experience enhances brand consistency, increases purchase intent, and drives sales.

• Improved campaign performance: Real-time data lets you fine-tune campaigns instantly, giving you greater control over the efficiency of your marketing budget.

• Larger, more diverse audiences: The more shoppable retailers you connect with, the more diverse and expansive your audience becomes, accelerating growth.
  
  

Strategic features:

• Dynamic where-to-buy tools: Display localized inventory information to help consumers easily find your products at nearby retailers.

• Shoppable media ads: Turn every ad, whether on social media or your website, into a clickable, shoppable experience that leads directly to a retailer’s cart.

• Exclusive consumer insights: Discover which shoppable media campaigns drive actual sales, directly from your shopper behavior.
  
  

Keep reading to dive deeper into the first step in strategically capturing share of wallet: Making everything shoppable.