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Summary of Emerging Omnichannel Marketing Strategies in the CPG Industry

Core Content

The document outlines how the CPG (Consumer Packaged Goods) industry is adapting to the long-term changes in consumer shopping behaviors that emerged during the COVID-19 pandemic. It highlights the growing importance of omnichannel strategies, emphasizing the need for retailers to blend in-store and digital experiences to meet evolving customer expectations. The report provides insights from 100 retail leaders across the US and Canada, detailing trends, challenges, and opportunities in the post-pandemic retail landscape.

Main Trends and Findings

Consumer Behavior Shifts

• Store Loyalty Increase: Store loyalty increased during the pandemic as consumers focused on trusted retailers for value.
• Preference for Value Over Brand: A majority of consumers now prioritize value and price over brand loyalty.
• Hybrid Shopping Models: Hybrid shopping (e.g., BOPIS, home delivery) has become a long-term trend, with 51% of respondents expecting 50% of shopping to occur online and 50% in-store.
• Shift in Shopping Times: Traditional shopping times were affected due to reduced commutes, with 61% of respondents noting this change.
• Persistent Online Shopping Focus: 30% of respondents expect more online shopping in the next 12 months, indicating a continued shift toward digital channels.

Omnichannel Adoption

• Click-to-Cart Features: 60% of respondents have already implemented or plan to implement click-to-cart features, which allow customers to add items to a cart with a single click.
• Contactless Payment Technology: 58% of respondents have adopted contactless payment technology, improving the in-store experience and aligning with digital trends.
• Location-Based Advertising: 56% of respondents use location-based advertising for relevant offers, helping to drive foot traffic and enhance customer engagement.
• Other Innovations: 54% of respondents plan to create dedicated spaces for pickup and home delivery, while 41% plan to launch location-based mobile promotions and discounts.

Sales Performance

• Revenue Stability: 42% of respondents reported that their sales revenue met expectations, 29% exceeded, and 29% fell short.
• Higher Purchase Value: 34% of respondents saw an increase in purchase value per visit, reflecting a trend toward one-stop shopping to reduce exposure.

Marketing Integration

• Split in Marketing Integration: 51% of respondents believe their marketing strategies will remain unchanged, while 49% plan to integrate shopper marketing, brand marketing, and eCommerce more effectively.
• Grocery Sector Lead: Grocery retailers are more likely to adopt an integrated marketing approach compared to big box and pharmacy retailers.
• Budget Reallocation: 36% of respondents plan to shift more budget to in-store shopping, while 31% plan to increase eCommerce investment and 25% focus on brand awareness.

Key Concerns and Opportunities

Concerns

• In-Store Engagement: 40% of respondents are concerned about encouraging in-store shopping due to the convenience of online alternatives.
• Brand Loyalty Challenges: 34% of respondents worry about building brand loyalty in a market where consumers prioritize price and convenience.

Opportunities

• Omnichannel Experiences: 43% of respondents expect more demand for omnichannel or "channel agnostic" customer experiences.
• BOPIS Demand: 44% of respondents anticipate a continued demand for the BOPIS model, which combines online ordering with in-store pickup.
• New Business Models: There is optimism around new business models that can enhance the in-store experience and integrate with digital platforms.

Role of Technology

• Digital Transformation: Retailers are investing in technologies that support seamless customer experiences, such as location-based advertising, contactless payment, and click-to-cart features.
• Emerging Technologies: Some retailers are adopting voice-activated purchasing and interactive in-store kiosks, while others are still hesitant to invest in facial/vehicle/license plate verification for curbside pickup.

Conclusion

The report concludes that omnichannel marketing is the future of CPG retailing. While in-store shopping is not expected to be fully replaced by online models, it must evolve to meet the new expectations of consumers who now value convenience, value, and flexibility. Retailers should focus on integrating their marketing strategies, leveraging digital tools, and creating hybrid shopping experiences to retain and grow their customer base.