How CPGs Can Differentiate through Digital Content
By Sue Sentell, president & CEO of Gladson
In the midst of private label popularity, limited brand loyalty, and increasing sales of items along grocers’ outside walls, like fresh produce, consumer goods brands face an ultimatum: develop strategies to stand out or risk losing sales.
With many consumer goods brands scrambling to differentiate themselves, competition is at its peak. Leveraging the rise of online research and commerce, brands are providing shoppers with an experience far beyond what is offered in physical stores.
A wealth of digital technology provides nearly limitless opportunities to market and sell products. Through mobile applications, digital offers and interactive brand websites, consumer goods companies are creating content to help their products stand out online, in-store and across digital devices.
To ensure that brands are differentiating their products, but still making it easy for retailers to leverage the digital content and for shoppers to receive value, brands should follow these best practices:
Once brands have solidified their product content strategy, they are in a better position to pursue more complex, customized digital content.
Key questions to discuss with retailers include: What is the base content they’re expecting? What technology do they have to implement value-added content? Additionally, brands should always provide product information that’s modular. Give the retailers content options by sending a baseline of product information and then adding on a few extra digital content pieces that are more customized.
Working with each individual retailer and tailoring content to meet their needs can be time consuming. In many cases, brands may engage a third-party that understands retailers’ unique requirements and can deliver content in the necessary formats.
Brands should focus on offering product information online that consumers would access in a store, but avoid distracting gimmicks that fail to add value. Digital product content should bring simplicity to shopper selection and instill confidence in purchase decisions, whether the transaction is taking place in-store or online.
When it comes to digital content, the trick lies in standing out from the crowd without overcomplicating your brand’s digital presence. Brands must keep in mind the requirements of their retail partners and the impact digital product information will have on the shopper’s path to purchase.
ABOUT THE AUTHOR
Sue Sentell is president & CEO of Gladson. Throughout her career, which includes more than 25 years of executive experience, Sue has focused on helping business customers use information and technology-based services to strengthen relationships with their customers and improve top- and bottom-line results. She can be reached at [email protected].
Related Articles:
In the midst of private label popularity, limited brand loyalty, and increasing sales of items along grocers’ outside walls, like fresh produce, consumer goods brands face an ultimatum: develop strategies to stand out or risk losing sales.
With many consumer goods brands scrambling to differentiate themselves, competition is at its peak. Leveraging the rise of online research and commerce, brands are providing shoppers with an experience far beyond what is offered in physical stores.
A wealth of digital technology provides nearly limitless opportunities to market and sell products. Through mobile applications, digital offers and interactive brand websites, consumer goods companies are creating content to help their products stand out online, in-store and across digital devices.
To ensure that brands are differentiating their products, but still making it easy for retailers to leverage the digital content and for shoppers to receive value, brands should follow these best practices:
- Develop a solid product content strategy.
Once brands have solidified their product content strategy, they are in a better position to pursue more complex, customized digital content.
- Keep retailers’ needs and capabilities in mind.
Key questions to discuss with retailers include: What is the base content they’re expecting? What technology do they have to implement value-added content? Additionally, brands should always provide product information that’s modular. Give the retailers content options by sending a baseline of product information and then adding on a few extra digital content pieces that are more customized.
Working with each individual retailer and tailoring content to meet their needs can be time consuming. In many cases, brands may engage a third-party that understands retailers’ unique requirements and can deliver content in the necessary formats.
- Remember the final mile: The consumer experience.
Brands should focus on offering product information online that consumers would access in a store, but avoid distracting gimmicks that fail to add value. Digital product content should bring simplicity to shopper selection and instill confidence in purchase decisions, whether the transaction is taking place in-store or online.
When it comes to digital content, the trick lies in standing out from the crowd without overcomplicating your brand’s digital presence. Brands must keep in mind the requirements of their retail partners and the impact digital product information will have on the shopper’s path to purchase.
ABOUT THE AUTHOR
Sue Sentell is president & CEO of Gladson. Throughout her career, which includes more than 25 years of executive experience, Sue has focused on helping business customers use information and technology-based services to strengthen relationships with their customers and improve top- and bottom-line results. She can be reached at [email protected]. Related Articles:
- Web Seminar: Click here to register for an accompanying web seminar titled, “Digital Product Content: Why Retailers and Account Teams Need It Now”.
- Thought Leadership: Click here to read an accompanying whitepaper titled, “The Need is Now: Meeting Retail Demand for Digital Content”.