Sometimes being a successful brand marketer comes down to being in the right place at the right time.
Of course, if you’re a successful brand marketer, your next thought is probably, “Ok, but how do I repeat, optimize, and scale that?” There’s no crazy hack here, the answer is simple: shoppable media.
Shoppable media at its core is any marketing content that includes a direct opportunity for purchase. Examples include an ad on social media, the CTA in an email marketing campaign, even QR codes.
Brand assets that allow consumers to engage, experience, and purchase with the click of a button are all considered “shoppable,” and present an opportunity to convert a virtual window-shopper into a verified purchaser.
Shoppable media offers a personalized digital shopping experience and seamless customer journey.
From the customer’s perspective, convenience during the buying process and/or an expedited path to purchase at their retailer of choice helps them find, select, and buy items they need in the moment. It creates a frictionless experience that, oftentimes, leaves them feeling delighted.
From a CPG brand’s perspective, harnessing insights and data from the many touch points available in the shoppable media sales funnel allows for customization of offers, products, checkout options, and more. These insights can help:
As with most things in marketing, every brand’s shoppable media strategy and channels should be dependent on their target customer and industry. There are three common types of shoppable media. Brands should consider testing a mix of each to see what resonates with their audience:
Historically, shoppable media in retail involved circulars and coupons - distributed content attempting to drive awareness and sales at a retailer.
All forms of content and owned media can now be connected to a retail ecommerce shopping experience, providing a clear path to purchase on every landing page and ultimately tracking that purchase at a retailer back to a single shoppable link.
At Pear Commerce, we help CPGs dive deep into the shoppable media strategy that’s best for their brand.
We go beyond the basics of shoppable ads that convert, and enable brands to: create shoppable media landing pages, display specific retailers with products in stock (updated in REAL TIME), track consumer action data linked to specific ad campaigns, UPCs, and clicks, and better understand which campaigns are driving the most growth.
Pear has taken shoppable media to the next level, creating opportunities for any CPG brand that sells in retail to merge their retail and e-commerce strategies to drive growth.
Schedule a demo and find out exactly how your brand can maximize its shoppable media potential.
Five years ago, retail ecommerce didn’t exist. Today, supporting the channel is table stakes for consumer packaged goods brands.
This playbook is designed to guide CPG brands from the stages of awareness to purchase at retail. Whether you’re interested in retail ecommerce as a new channel opportunity or looking to level up existing efforts, The Retail Ecommerce Playbook covers tools, tips, and examples to help your brand succeed.