Shoppable media 101: Boosting social commerce for CPG brands

What’s shoppable media?

Success in CPG brand marketing often hinges on being at the right place at the right time. Naturally, if you're a successful brand marketer, your next question might be, "How do I replicate, optimize, and scale this success?" There’s no secret hack—it's shoppable media.

At its core, shoppable media is any marketing content that includes a direct opportunity to buy. This can be anything from social media ads to email CTAs and even QR codes. The goal is to convert virtual browsers into actual buyers. Are you ready to kickstart your shoppable media strategy? 

What shoppable media can do for your brand

Overall, shoppable media offers a personalized digital shopping experience and seamless customer journey. It provides a personalized and convenient buying experience, allowing consumers to easily find, select, and purchase items, resulting in a frictionless and delightful experience.

CPG brands can gain valuable insights into consumer behavior, abandoned carts, and ad spend optimization by leveraging data from the shoppable media sales funnel. This enables them to customize offers, products, and checkout options.

• Manage abandoned carts
• Build custom audiences of retail shoppers
• Learn how to optimize retail ecommerce media campaigns to accelerate growth
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Explore types of shoppable media

“74% of consumers use social media to make purchasing decisions.”
-Reported by Business DasherA brand's shoppable media strategy and channels should align with their target customer. There are three commonly used types of shoppable media, and brands should experiment with these to determine what best engages their audience.

• Shoppable social posts: Use platforms like Meta, Tiktok, and Pinterest to create posts with clickable images that act as digital catalogs. Social commerce such as this is growing significantly, with US social shoppers making up 32% of online consumers–that’s 90.2 million people!
• Shoppable video: Engage viewers with short videos that tell a story, directly linking to purchase options near them. Video is one of the top ways we consume info online. In fact, Emarketer reports 57% of ad agencies predict shoppable video will overtake retail media.  
• Shoppable UGC: Leverage user-generated content to earn trust and boost credibility. UGC is perceived as more trustworthy and personable than traditional ads, with 84% of consumers stating that they prioritize personal peer recommendations over any other form of advertising.
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Implement shoppable media in retail

Historically, shoppable media in retail has been about coupons and circulars. Today, it's about integrating Direct-to-Cart Links in content like blogs, Shoppable Recipes, and Store Locators. Make every piece of content a potential purchase point.

A few creative ideas:

• Curate your content marketing: Feature specific products in blogs or marketing emails announcing product launches and link to a preferred retail partner.
• Highlight where-to-buy experiences: Instead of simply showing customers where to find a product near them, brands can include shoppable links for purchasing directly from any in-stock, preferred retailer on their Store Locators‍.
• Embed shoppability on your brand’s site: Product detail pages (PDPs) can provide information beyond nutritional facts and descriptions. Brands can embed “buy near you” functionality directly on all web pages, and never miss a sale!
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Social commerce has become popular recently, with platforms like Instagram offering in-app checkout options. There are even advanced solutions that put the checkout option directly in the ad unit. Whether you use paid or organic shoppable media, there’s a solution for every brand.

Develop your strategy with Pear’s resources

To take full advantage of shoppable media, you'll need a solid strategy. Here's how Pear Commerce can help:

1. Choose your strategy:

• Decide how you want to make your campaign shoppable.
• Highlight single, multiple products, or product pairings.
• Integrate a dynamic checkout widget on product pages.

2. Create & test your creative:

• Use compelling copy, images, or videos.
• A/B test different versions to see which resonates best.

3. Select your retail partners:

• Decide which retailers should appear first from over 3,000 options (or let our inventory scanning tech dynamically update your shoppable experiences).
• Include your own DTC store if applicable.

4. Launch and analyze:

• Set your shoppable media live!
• Access exclusive insights through the Pear Vision dashboard to analyze performance and optimize campaigns.
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Check out our Strategy Hub for helpful steps on your entire retail ecommerce journey, including setting up and optimizing shoppable media. Once you have determined your strategy for creating a successful campaign, it's time to focus on the content itself. This is where you can really make an impact and capture the attention of potential customers.

Measure results in real-time

With Pear’s shoppable tools, you have access to real-time data and analytics that help you track clicks and engagement rates. Keep a close eye on these metrics to adjust your strategy for maximum results. Plus, we automatically relay data to your ad network so it can apply machine learning and begin auto-optimizing your campaigns.

When it comes to maximizing shoppable media for CPG brands, the key is to think outside the box. The possibilities are endless, from leveraging social media trends to creating interactive experiences and using customer review to increase purchase intent. Stay ahead of the curve by constantly experimenting and adjusting your strategy based on consumer behavior and market trends. Remember, shoppable media offers a win-win situation for both customers and brands–even AlcBev brands.‍

See Pear in action!

Pear Commerce enhances CPG media reach with shoppable strategies proven to grow CPG brands. Discover how Pear's innovative approach creates seamless shopping experiences, boosts purchase intent, and increases sales. Adapt to the latest consumer trends and stay competitive by integrating shoppable content into your marketing plans.We’d love to help guide you.

Schedule your demo today! →