How Direct-to-Cart links boost sales velocity for innovation SKUs at retail

As a marketer in the CPG industry, launching a new SKU (stock-keeping unit) is always exciting—but it comes with challenges. Boosting sales velocity for new products can be tricky, especially when patchy distribution or unfamiliar retail channels make it harder for consumers to discover and purchase your new product.

Enter Direct-to-Cart links. These underrated tools can help you accelerate sales velocity, drive trials, and build awareness for your new SKUs. Direct-to-Cart (DTC) links allow consumers to add items directly to a retail partner's digital cart, seamlessly connecting retail ecommerce for a smooth purchase experience. They help your innovative products get the attention they deserve.

Why sales velocity is critical for innovation SKUs

For mid-market CPG brands and innovation-focused marketers, increasing sales velocity isn’t just about moving products—it’s about standing out in a competitive market. Faster-moving SKUs mean:

• More shelf space and visibility at retail.
• Stronger relationships with retail partners, ensuring future support.
• A higher return on marketing investments as new shoppers adopt your products quickly.
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What are Direct-to-Cart links?

Direct-to-Cart links are simple yet powerful tools that guide shoppers directly to the purchase page for your product. With just a click, consumers can add your new product(s) to their online cart at your chosen retail partner, streamlining the path to purchase.

Example: Imagine a consumer scrolling through Instagram and coming across a compelling ad for your latest SKU. With Pear Commerce’s Direct-to-Cart, they can instantly land on the retailer’s ecommerce site with your product preloaded into their cart. This ease of access removes friction and accelerates conversions, particularly for limited-edition purchases.

But launching a new SKU comes with its own challenges. You need to:

1. Turn awareness into discovery: Consumers can’t buy what they don’t know exists. New SKUs, especially those in adjacent categories (like introducing potato chips when your brand is known for tortilla chips), need a clear spotlight.
2. Guide shoppers to checkout: Shoppers need to know exactly where to find your new product, whether it’s in a local store or online. If distribution is patchy—or you’re reliant on brokers and don’t have exact shelf timing—this step becomes even trickier.
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How Direct-to-Cart links drive sales velocity

1. Streamlined paths to purchase

Direct-to-Cart links allow consumers to buy instantly with just one click. By removing unnecessary steps, these links create a seamless, frictionless shopping experience. The faster the path to purchase, the higher the likelihood of conversion—particularly for impulsive or time-sensitive buys. One-click shopping has been shown to significantly reduce the 95% drop-off rate caused by additional steps in the buying journey. In today’s economy, who can waste clicks?

• Pear tip: Use Direct-to-Cart links in digital ads, social media posts, and email campaigns to immediately capitalize on consumer interest. When combined with geolocation targeting, you can dynamically guide shoppers toward nearby retailers or convenient delivery options.
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2. Improved brand awareness across digital platforms

Launching innovation SKUs often means tapping into new audiences—and Direct-to-Cart links are a smart way to amplify brand visibility and awareness. They bridge the gap between digital campaigns (like paid social or programmatic ads) and in-store or online retail. No matter the campaign channel, linking directly to your retail partner’s cart can significantly increase trial rates.

For example: 

• A better-for-you snack brand launching a limited edition flavor in their product line could use Direct-to-Cart links in Meta ads to target health-conscious shoppers who had previously searched for “healthy snacks.” By showcasing the product and linking directly to Walmart’s online store, they’re likely to drive higher product trials compared to campaigns without direct-purchase links.
  
  
• Talking Rain, the makers of Sparkling Ice, just launched a new probiotic soda line called Popwell to compete amongst the likes of Poppi and Ollipop.
  
  “Ken Syvia, CEO at Talking Rain, said: ‘Our newest line of better-for-you beverages not only delivers on Talking Rain’s promise of bold, fun flavours, but puts us in a great market position to accelerate growth this year. This is going to be an exciting year and we’re just getting started.’”
  
  They could drive sales velocity by running Direct-to-Cart campaigns to their most popular retail partner, or a retail partner they’re looking to secure more shelf space in. Currently, they’re leveraging their Pear-powered Store Locator to drive retailer awareness from their website. 
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3. Precise regional targeting

CPG brands often struggle to pinpoint exactly where their SKUs are available, especially during the early stages of distribution. With Pear Commerce’s geographic insights, you can optimize your ad campaigns in regions where your product is stocked at first-wave retail locations.

Identify which regions drive the most clicks, whether mobile or desktop performs better, and which creative assets generate the highest engagement. By implementing UTM parameters, you’ll also gain tracking insights across geographies, ad audiences, and campaign channels, ensuring your efforts are both targeted and effective.

Pear tips: 

• Choose a Direct-to-Cart link provider that includes regional targeting. For example, focus campaigns in areas where you’ve secured initial distribution in key retail chains. Ensure tasting events or release announcements overlap with these efforts to boost both awareness and sales velocity.
• Share click-level data insights gained from Direct-to-Cart campaigns with retail buyers to strengthen negotiations for increased shelf space.
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4. Enhanced trial activation

The first trial of a product is critical in determining whether a shopper will repurchase. Shoppable Direct-to-Cart links remove purchase barriers, making it easier for shoppers to take that first step.

• Pear tip: Pair trial-driving campaigns with an incentive or loyalty component. For instance, offer discounts for trying your new SKU via Direct-to-Cart links, then encourage repeat purchases with digital loyalty points and remarketing.
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All together now—integrated Direct-to-Cart Campaigns

Integrate Direct-to-Cart links into your broader marketing strategy to maximize their potential. See how Siete drove grain-free cookie sales at Walmart with a Direct-to-Cart approach.

Here’s how your brand can make it work:

1. Social media campaigns: Run eye-catching social ads to announce your new SKU, paired with Direct-to-Cart links guiding customers to major retail partners. Use platforms like TikTok and Meta to reach new audiences and build excitement with limited-edition messaging.
2. Influencer partnerships: Partner with creators to showcase your new product in action, linking directly to retail purchase options. Influencer content adds instant credibility, increases follower reach, and makes your SKU more relatable.
3. Email marketing: Use Direct-to-Cart links in subscriber emails to introduce your new product. Include education about the product’s benefits and an exclusive coupon to encourage quick action.
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Direct to the bottom line 🛒

Direct-to-Cart links are more than just a convenient shopping tool—they’re a vehicle for driving trials, increasing sales velocity, shelf space longevity, and strengthening retail relationships. For innovation-driven brands, they offer a measurable, proven way to maximize the potential of creative campaigns.

By connecting your awareness-building efforts with an easy path to purchase, you’ll accelerate adoption of new SKUs without the guesswork. And as shelf space competition continues to heat up, tools like these can give you the edge you need to land—and expand—your footprint at retail.

Ready to amplify your brand’s retail success? Learn how Pear’s Direct-to-Cart technology can turbocharge your retail strategy and position your innovation SKUs for success. Let’s turn your creative campaigns into retail victories.

Book your demo today →