How your Store Locator & Shoppable PDPs can help build your DTC business
Discover how your Store Locator & Shoppable PDPs can increase your CPG sales. Expand your Direct-to-Consumer strategies and engage your customers with personalized shopping data.
Enhancing your buyer choice is crucial for driving success in today's retail landscape. An omnichannel strategy that incorporates a Store Locator allows customers to move effortlessly between browsing products online and making purchases in-store. This convenience not only enhances the overall shopping experience but also improves customer satisfaction and loyalty. Bringing the product discovery functionality directly into your brand’s Product Detail Pages (PDPs) can address any customer concerns about their preferred fulfillment method for trying your brand.
When we talk about running your retail ecommerce strategy with the same precision and personal touch as a digitally native Direct-to-Consumer (DTC) brand, we’re highlighting a powerful opportunity for you to deepen customer relationships and gain critical sales insights. Dive in to find out how these shoppable tools can help your DTC brand grow and thrive.
Direct-to-Consumer (DTC) sales strategy
Eliminating the middleman and selling straight to your customers is the essence of Direct to Consumer (DTC) marketing. DTC allows brands to connect directly with their audience, revolutionizing retail through online stores and subscription-based sales.
Embracing DTC is exciting but comes with challenges. You’ll need efficient logistics for shipping, tracking, and customer service, and must meet high sustainability standards for packaging. Additionally, emerging brands must cultivate a sense of trust with their consumers and engage shoppers through high-performing marketing tactics.
The 2 key advantages of DTC for CPG
1. Complete control over consumer interactions Operating in a DTC model gives CPG companies exceptional control over the customer experience, allowing them to customize every interaction to align with their brand identity and values. By centralizing purchases through their own website, companies can avoid technical issues that might frustrate customers and hinder sales. This level of control creates a seamless, curated customer journey.
2. High customer lifetime value Shopify explains how customer lifetime value is critical for sales velocity and brand loyalty, especially for CPG items that need to be replaced quickly. CPG DTC Guide: How to Sell Consumer Packaged Goods Onlinesays:
“DTC businesses have the opportunity to produce higher customer lifetime value (CLV) compared with those that rely on traditional retail channels. The direct relationship established with customers allows brands to nurture long-term connections, resulting in increased repeat purchases and customer loyalty.”
Pear’s mission is to equip Consumer Packaged Goods (CPG) brands with actionable insights by providing click-level sales data from over 40 major retailers, including giants like Walmart, Target, Weis Markets, Price Chopper, and many more. This means you can now track every step of the retail ecommerce funnel and understand precisely which retailers, platforms, products, geographic locations, audiences, and creative strategies are succeeding.
Here’s the exciting part: You don’t have to be left in the dark. With Pear’s tools, you can seamlessly integrate shoppable ecommerce while building your DTC business at the same time. Our brand partners have proven that shoppable solutions like a “where-to-buy” tool–and Shoppable PDPs (Camille Rose for example) are pivotal building blocks to a Direct-to-Consumer (DTC) business.
Simplify your connected commerce with built-in shoppability
Discoverability tools are invaluable for your DTC strategy, helping customers easily discover your brand. Shown by Purely Elizabeth, Store Locators together with Shoppable PDPs, drive more traffic your way and create a seamless shopping journey.
Feature a “Find In Stores” tab as secondary to your DTC checkout option.
7 Ways CPG brands can benefit from onsite shoppable tools:
1. Enhance customer experience
Convenience: Customers can easily find where to purchase your products locally, which can lead to faster trials, increased sales, and customer satisfaction (no need for the consumer to wait for shipping).
Localized information: Providing key details such as dynamic inventory, store hours, and contact information, reduces friction when customers are looking to purchase from your brand.
2. Support local marketing efforts
Targeted campaigns: By analyzing which stores are getting the most traffic from the Store Locator, you can tailor your local marketing strategies and promotions. You can also retarget those who’ve visited your brand website or spent time on your PDPs.
Community engagement: Build ties with your community by showcasing local stores in your marketing materials, enhancing brand affinity.
3. Improve inventory management
Track popular locations: Understand where your products are in high demand, helping with distribution planning. You can also geo-target your current and potential audience by location.
Stock levels: Ensure that popular locations are well-stocked with inventory based on the data collected from Store Locator/Shoppable PDP searches.
4. Enhance brand cohesiveness
Omnichannel strategy: Adaptive retail entails making your where-to-buy tool directly shoppable, and for DTC, that means embedding it directly on your brand’s site and product details.
Click-and-collect: Let’s face it, customers like to test out CPG items before buying them in bulk.If you offer click-and-collect (aka BOPIS) services to your physical stores, the Store Locator and dynamic PDPs can help customers choose a nearby location to conveniently pick up orders. From there, consumers can opt to subscribe and save for a bulk online order.
5. Boost sales and conversions
Improve accessibility: Simplifying product discovery for customers lowers the barriers to initial trials, potentially boosting conversion rates. By directing customers from your website to your fulfillment options, product detail pages (PDPs), or shoppable media, you enhance the likelihood of purchases directly from your brand. This strategy streamlines the buying process and significantly increases the chances of turning visitors into loyal customers.
Geo-targeted ads: Growing a brand requires identifying and doubling down on customers with purchase intent. You need to get in front of consumers who are not only searching, but buying products like yours. Use interaction data from your shoppable tools to run geo-targeted ads or offers that are relevant to customers in specific areas. If an area has a lot of retailers, incentivize them to buy directly from your brand with promos or discounts.
6. Gain valuable search data & insights
Customer preferences: Analyze search data to understand where your customers are located and which areas generate the highest interest in your products. Your Pear-to-buy solution could be used as an online search ranking tool while building brand awareness and consideration.
Market expansion: Identify regions with growing interest to inform decisions about potential new product lines, store openings, or fulfillment and distribution channels.
7. Build brand credibility
Transparency: Providing a Store Locator shows confidence in your product and helps build trust with customers by offering clear information on where they can find your products. When you show local retailers on your PDP as well as your own DTC option, customers will trust your brand simply for giving them the freedom to choose.
Professionalism: Accurate onsite purchase paths with verified inventory can enhance your brand's image and demonstrate a commitment to customer service. You can even direct customers where to purchase your products locally by linking your locator in support messages.
Integrating discoverability tools like a Store Locator and Shoppable PDPs into your DTC strategy creates an engaging omnichannel shopping experience, ultimately driving the growth and success of your CPG business.
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