Grow your omnichannel CPG brand with data-driven marketing

CPG brands selling through retail channels have long struggled with a major barrier to growth: Limited access to the performance marketing data readily available in direct-to-consumer (DTC) models. This "data divide" has historically prevented omnichannel CPG brands from maximizing their marketing budgets and effectively scaling their retail ecommerce strategies.

But times are changing. With the rise of cutting-edge technologies, bridging the gap between CPGs and retail data is now not only possible but critical for growth. Below, we’ll explore how omnichannel CPG brands are harnessing performance marketing to thrive in retail ecommerce. 

Breaking through the “data divide” in retail ecommerce 

The key difference between DTC brands and CPG brands selling through retail? Data. DTC brands own their platforms, giving them direct access to shopper insights—the golden ticket to driving more effective campaigns. 

On the other hand, CPG brands selling through retailers often depend on limited data shared at the retailer’s discretion. Until now, this has made it incredibly challenging to measure ROI, optimize campaigns, and ensure inventory accuracy—all essential components of performance marketing. 

However, advancements in technology are transforming this scenario and opening up a wealth of opportunities. For example, around 45% of online grocery orders happen through click-and-collect programs at local grocery stores, representing a treasure trove of shopper data. This data, when properly leveraged, can be the key to unlocking insights, refining marketing strategies, and driving sales growth. 

But that’s not all. Historically, outdated inventory data has been another pain point for CPGs selling at retail. How often have frustrated shoppers clicked on a link only to find the product is out of stock? The resulting poor shopping experience can damage both the retailer’s and the brand’s reputations. 

Enter shoppable media: Bridging the gap 

Performance marketing for retail ecommerce is now being reshaped by shoppable media—digital content designed to connect consumers directly to purchasing options. What does this look like in practice? 

Imagine a shopper encounters a product link on your blog, social media post, email, or even a QR code. A click takes them to a shoppable media interstitial that displays a list of relevant retailers with your product in stock. From there, they can add the product directly to their cart on their preferred retailer’s site, ensuring a seamless shopping experience. 

If you’re looking for a technology solution to take this a step further, look for a platform that integrates with networks of retail partners and provides daily inventory data to ensure products are in stock. This eliminates the frustration of sending shoppers to out-of-stock pages and helps maximize the impact of every marketing dollar.

Performance marketing capabilities changing the CPG game

How can this new-found data turn into actionable benefits for CPG brands? Performance marketing offers 4 critical capabilities that can be implemented to drive growth and efficiency in retail ecommerce. 

1. Building smarter audiences 

Data down to every user click and product means you can build precise custom and lookalike audiences to fuel your campaigns. 

• Custom audiences: Hone in on shoppers who have taken specific actions, such as browsing your product detail pages (PDPs), or clicking on your social commerce ad. 
• Lookalike audiences: Leverage machine learning to reach new potential consumers who mirror your existing ones—target them at the top, middle, or bottom of the funnel to drive results.
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For CPG brands, these insights help create campaigns that smoothly guide consumers from awareness to purchase.

2. Optimizing campaigns for real results 

Optimizing campaigns requires more than just creativity; it’s about understanding your shopper behavior through the data. 

By feeding attributable purchase data from 40 major retailers into your ad platforms, you can fine-tune campaigns on the fly. Whether you’re aiming for top-funnel awareness, middle-funnel clicks, or bottom-funnel conversions, performance marketing ensures your strategies are personalized by location, effective for your ideal shopper. 

3. Testing & learning at scale 

A/B testing has long been a staple of marketing—but doing it in real time? That can change everything. 

Test side-by-side variations of copy, creative, and design elements to pinpoint what resonates most with your audience, run with the winners, and direct ad spend where it drives the biggest ROI. Performance marketing brings agility to your campaigns, making mid-campaign pivots seamless and impactful. 

4. Retargeting for deeper impact 

Retargeting is no longer just a DTC superpower—it’s now accessible for omnichannel brands too. 

Leverage insights from audience behavior to follow up on key shopper actions. For example:

• If a shopper abandons their cart, serve them a reminder or an enticing promotion to complete the purchase. 
• Offer first-time shoppers incentives or rebates to initially try your product.
• For completed purchases, reward loyalty with exclusive offers or coupons, nurturing relationships that inspire repeat business. 
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These personalized touches build trust, loyalty, and long-term value for your shoppers. 

Why performance marketing matters in retail ecommerce 

For omnichannel CPG brands, unlocking the power of performance marketing offers three key benefits that drive growth and strengthen competitive advantage: 

• Make data-backed decisions: Insights into retail sales data allow you to control and optimize your ad spend, improve campaign effectiveness, and drive smarter strategies. 
• Enhance your consumer experience: Accurate inventory data and personalized follow-ups lead to smooth shopping experiences that keep consumers coming back. 
• Grow at a scalable rate: With performance marketing, you gain visibility into what’s working and can scale your efforts effectively and efficiently. 
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Bridging the gap between retail and ecommerce 

The days of retail CPG brands lagging behind their DTC counterparts in marketing performance are over. Solutions like Pear integrate seamlessly into your omnichannel strategy, merging retail and ecommerce into a unified system that’s as optimizable as your favorite DTC tools. 

Don’t leave your success up to chance—empower your business with data-driven marketing and unlock consistent, scalable growth. 

Experience the Pear difference. Discover how to transform your retail ecommerce strategy today. 

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