How one brand optimized their retail ecommerce strategy with exclusive data and insights

In today's fast-paced world of digital commerce, standing out can be a challenge. But one innovative brand cracked the code, seamlessly integrating their DTC playbook into the retail environment. Here's a breakdown of how they harnessed data and actionable insights to enhance retail sales and campaign effectiveness.

Step 1: Embrace omnichannel shoppability

Imagine making each product in your brand line instantly available across multiple onsite and offsite platforms. This *brand did just that, using Pear's cutting-edge shoppable tools to make their entire product catalog shoppable. This integration allowed seamless product availability across various online channels, converting browsing into buying. With every item now just a click away, they opened the door to seamless shopping experiences that keep customers coming back for more.

Step 2: Data-driven retail marketing

After making everything shoppable online, they opened up a straightforward path from discovery to purchase for consumers. The *brand's success wasn't just about accessibility—it was the insights behind the scenes that truly made a difference. 

They knew that to succeed in retail, they needed the same level of insights and precision that powered their DTC campaigns. Here’s how they used data to optimize retail marketing:

• Building a pixel strategy for tracking: The *brand implemented a pixel structure, sharing a main pixel with Pear to track customer interactions, along with a second pixel for their Store Locator. This pixel allowed them to gather valuable user behavior data, which was key to understanding what was driving sales conversions.
  
  
• UTM tracking for actionable insights: They established a UTM tracking system to monitor detailed campaign performance, including tracking specific data points such as product, geo, retailer, creative, and audiences. This allowed them to track which elements of their campaigns were performing best and adjust budget mid-campaign.
  
  
• Retailer share of voice analysis: The *brand tracked retailer share of voice, uncovering which retailers were driving the most traffic for specific products. This allowed them to refine their promotional strategies, allocate marketing resources more effectively, target retailers with the highest potential, and drive sales velocity at one of their major retail partners.
  
  
• Inventory data to optimize stock and marketing: The *brand worked closely with Pear to download inventory reports regularly, to see where their flagship product was available for purchase on any given day. This data helped both the merchandising and marketing teams ensure products were always in-stock in key markets, reducing the risk of lost sales.

By implementing a robust pixel strategy, they tracked user interactions meticulously. This allowed them to hone in on what worked, using data to drive decision-making and fine-tune their marketing approach. Adding another layer of depth, UTM tracking provided a clear view of which campaigns resonated most with different audiences and regions. Then, once they were ready to run retail marketing, the *brand started setting up campaigns to test and learn what would make the strongest impact.

Step 3: Running & testing marketing campaigns

Once the tracking systems were in place, the *brand was ready to test the waters. They were able to monitor the results and make informed decisions that quickly improved campaign performance.

Test 1a: Social media platform performance

The *brand wanted to determine which social media platforms (Facebook, Instagram, TikTok, Snap) were most effective at driving retail traffic. They allocated 10% of their budget to test each platform and tracked results via UTM links.

• Findings: Meta (Facebook and Instagram) outperformed other platforms with a 2.7x higher conversion rate for driving traffic to retailers. Based on these insights, they shifted 75% of their remaining budget to Meta, resulting in a 2x improvement in campaign performance.
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Test 1b: Platform performance by geo

Building on the previous test, they took it a step further by analyzing platform performance by geographic location. They discovered that in California, TikTok was just as effective as Meta in driving retailer visits.

• Outcome: The *brand split their budget 50/50 between TikTok and Meta in California, which resulted in California becoming the top-performing state in the campaign.
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Test 2: Customer service insights

To further improve their retail strategy, the *brand wanted to address customer service issues. By adding UTMs to their Store Locator link in customer service responses, they tracked customer complaints and identified products or retailers that were causing the most issues.

• Results: After studying the data, they identified key product and retailer pain points and worked with their sales team to resolve the issues–improving the overall customer experience.
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Test 3: Custom audience testing across platforms

Pear’s ability to integrate with major ad platforms allowed the *brand to create custom audiences and test their performance. They compared the performance of three different audiences: a purchased Trade Desk audience, their brand.com visitors, and a Pear audience.

• Findings: The Trade Desk audience outperformed brand.com visitors by 5x, while the Pear audience was even more successful, performing 3x better than the Trade Desk audience. As a result, the *brand increasingly allocated more budget toward Pear audiences, seeing a 7x improvement in CTR over six months.
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Test 4: Optimizing for funnel stages

To further refine their campaigns, the *brand tested ads optimized for different stages of the sales funnel. They initially ran awareness ads, which resulted in a 1-4% CTR. Then, they duplicated the campaign, optimizing for retailer visits instead of just awareness, and saw a significant improvement to 12% CTR without any additional effort.

Shifting from awareness to retailer visit optimizations yielded significant improvements in conversion rates, demonstrating the power of targeted funnel strategies.

Step 4: Bringing the DTC playbook to retail ecommerce

With each test and insight, the *brand seamlessly wove their direct-to-consumer (DTC) playbook into retail. By continuously optimizing campaigns, they harnessed the power of real-time data to maximize sales and drive growth. They successfully scaled their retail efforts, optimizing spend and accelerating sales velocity with strategic retail partners.

Key takeaways:

• Shoppable tools are essential for unlocking retail ecommerce opportunities.
• Data-driven marketing and tracking with UTMs allows for better targeting and decision-making.
• Custom audiences and testing across platforms and geographies help refine marketing strategies.
• Inventory insights and retailer share of voice analysis can optimize stock and marketing efforts.
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Conclusion: A winning retail ecommerce formula

It's no secret that CPG brand visibility is crucial. But not all visibility is created equal, and that's where the power of innovation comes in. In a landscape where standing out is pivotal, one brand has cut through the noise with a pioneering approach. The secret to their success? A commitment to data and insight-driven strategies that’ve redefined their retail ecommerce strategy.

The results speak for themselves. By merging innovative shoppable tools with actionable insights, this *brand was able to successfully scale its retail ecommerce strategy. They effectively targeted key audiences, maximized sales conversions, and achieved long-term growth. For brands passionate about their retail ecommerce potential, you too can discover the future of retail ecommerce with Pear.

Ready to get ahead in the digital marketplace? Book your demo today.

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*Brand name redacted for confidentiality