Building Successful Direct to Consumer Experiences and Inventory-Aware Support for Retail Partners Comes into Focus By Sherry Thomas-Zon, Retailigence CRO Over the past year, I’ve had the opportunity to help prominent brand manufacturers strategize their direct-to-consumer e-commerce experiences while aiming to balance relationships with their retail partners. It’s taken time for consumer goods manufacturers to strike the right balance to do both well, but as momentum builds to meet the consumer where they are—especially through geo-targeted mobile and social ad channels—consumer brands are quickly leveraging location data to attract and engage the consumers across channels, influencing both direct and in-store sales successfully. Here are 5 drivers we see in omni-channel brand marketing as we enter the New Year:
- Wider Recognition of Brands Providing Foundational Support for Retail Omni-Channel Strategy. As we look ahead this year, we believe broad category growth in location-targeted marketing and geo-data services is a direct reflection of brand manufacturers adjusting to a commerce industry still in the midst of a foundational transformation that is reshaping the retail value chain. It’s exciting and necessary to see more brands become comfortable investing in and proving out tactics to meet consumers alongside retail partners on the path-to-purchase. In this way, omnichannel brand marketing will further satisfy consumer demand for a seamless shopping experience that includes all buying options.
- Cross-Channel Attribution is Gaining Focus through Advanced Consumer Strategies and Location Marketing by Brands . In addition to the obvious benefits of driving retail sales for channel partners, product location data and actionable analytics have the potential to lead to better brand-to-retailer visibility and cross-channel attribution. Marketing technology is closing in on the mobile-to-store gap. Measurable cross-channel influence and attribution by brands will follow quickly to become another component within the retail industry transformation.
- Brands Are Participating More Deeply With Retail Partners in the Mobile Shopper Journey, making solid investments in where-to-buy services and geo-and-store location ad targeting. Better product availability data and insights will not only improve marketing effectiveness but will ultimately provide greater transparency and increased collaboration between brands and retailers. Brands and retailers that work to share data and support customer personalization will rise to the top.
- Leveraging Location and Product Availability is Improving Advertising Efficiencies . Brands are now consistently optimizing messaging directed to stores with products in-stock and, at the same time, gaining real-time insights on their products in the channel. Leveraging actionable insights, reducing wasted ad dollars, and optimizing marketing to deliver increasingly relevant and personalized customer experience is a winning combination for advancing omnichannel marketing strategy.
- Use of Product Inventory Data By Brands Increases Demand for a More Accurate View of Products available in the retail channel. For brands, inventory-aware marketing is quickly becoming a key feature in driving retail channel sales. It’s also an incremental step toward a real-time, localized view of inventory positions and product movement, aiding marketing optimization as well as potentially addressing supply chain challenges.