Marketing and Brand Identity
“Consumer packaged goods companies have traditionally reached their customers through retail stores and e-commerce sites. More of the storied, most recognizable CPG brands will take a page from the Warby Parkers and Allbirds of the world and remove the middleman and go direct-to-consumer to thrive in these unpredictable times. DTC companies differentiate their brand experience with education, personalized experiences, and one-on-one support. There’s no time like the present to reap the rewards of D2C marketing.” — Tom Treanor, CMO, Treasure Data
“Following the protests and pandemic of this year, sustainability, social responsibility — including diversity — and ethical behavior have become permanent and critical features of brand identity. This will become even more prominent in 2021, as younger consumers will increasingly require brands to commit to values they believe are worthy as a purchase consideration. Brands with purpose will also find it easier to recruit and retain employees.” — Greg Sterling, VP of insights, Uberall
“CPG brands will leverage shoppable ads across channels to personify products. Amid inventory challenges and supply chain disruptions during the pandemic, many consumers tried new brands and products outside their typical buys. This is a big opportunity for CPG brands, who are challenged with brand loyalty without unique physical or digital storefronts.
“To help regain loyalty and sustain new customers, leveraging shoppable ad content on social platforms, in print media (with QR codes) and more, helps brands stay directly connected to consumers despite changes along the purchase journey. These highly interactive ads offer touchpoints with consumers to provide in-store availability, add-to-cart options or even instant-buys.” — Meggie Giancola, head of CPG sales and strategy, Valassis
For a look at some 2021 retail predictions, head over to our sister brand, RIS News.