Successfully implementing an omnichannel strategy relies on the three key elements of retail ecommerce:

1. Shoppability - which includes:
   • Accurate inventory data to know when and where your products are on shelves to prevent sending your shoppers to out-of-stock locations or links.
   • Paths to purchase for every available retailer’s digital cart, including the local co-ops and regional grocery stores where shopper loyalty is strongest.
     
     
2. Actionable insights broken down by retailer, product, platform, geo, audience, copy, creative, and more, to know what’s working (and what’s not). 
   
   
3. Audiences of retail ecommerce shoppers at each step of the sales funnel, from page loads to purchase.  

Once these elements of retail ecommerce are unlocked, brands can confidently drive shoppers to retail.com in order to capture share of wallet:

• Awareness
• Trial
• Repeat purchases
• Sales velocity

In an ideal world, all CPGs would have the tools to strategically drive traffic from all sources to all retailers using ecommerce marketing tactics, purposefully increasing share of wallet at retail. Up until recently, however, brands at every level are lacking the key components to run these full-funnel strategies.

The retail ecommerce strategy for enterprise brands is typically stuck at the Awareness level. Established brands know how to capture reach, but their marketing campaigns aren’t optimized for clicks or conversion. This is largely because doing so would be prohibitively expensive, based on the dropoff percentage of their existing experiences. 

The retail ecommerce strategy for emerging brands is, more often than not, nonexistent. Less established brands are working with significantly smaller budgets, which usually means sending traffic to un-shoppable campaigns or driving audiences to search pages instead of dynamic retail ecommerce experiences.

Both enterprise and emerging brands are stuck at their current stages because of: 

1. Lack of inventory data - brands of any size can’t feasibly manage inventory counts across all of their retail partners to know when products are in- or out-of-stock (especially at regional retailers)  
   
   
2. Disjointed experiences - utilizing too many vendors across too many paths from brand to retailer.com leads to a unconsolidated strategy and poor shopper experiences
   
   
3. Lack of sales data - brands are unable to understand what’s performing and driving purchases at retail, so they aren’t confident investing in the channel
   
   
4. Too many clicks - it’s too expensive for brands to run full-funnel strategies due to the significant dropoff that happens with each additional click 

Enabling a single where-to-buy + shoppable media platform - like Pear Commerce - gives CPGs the tools to strategically consolidate all paths from brand media and brand.com to retail.com with a unified shopper journey, data backend, and strategic vision to increase share of wallet.

With Pear’s onsite where-to-buy experiences and offsite shoppable ad solutions, anything that’s clickable becomes shoppable and measurable. Pear uniquely pulls non-batched, session-level sales data from 30+ retailers (including wine.com, Drizzly, Reserve Bar, Walmart, and Target) for the most granular performance data. Brands can tell which ad campaigns, platforms, products and geos are driving actual sales, directly from their retail ecommerce experiences. These insights unlock the opportunity to optimize ROAS mid-campaign by pausing underperforming campaigns and increasing investments on the ones driving real results.

Creating paths to purchase at more shoppable retailers results in more clicks, which creates larger and more diverse audiences, faster. Brands can then use these custom and lookalike audiences to optimize future campaigns across all platforms, leading to increased awareness, trial, purchases, and sales velocity at retail. 

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