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What’s the Value of a Store Visit for CPG Brands?

As we continue with this blog series, we will be diving deeper into another vertical from our Value of a Visit Report. For this one, we’ll focus on stores that sell consumer packaged goods.

So, what is the value of a visit for CPG brands? While not as clear-cut as it is for Restaurants or Retail, a visit is still just as important to CPG companies—even if those brands don’t have brick-and-mortar stores themselves. Think about it: It’s much more effective to send consumers an ad for a laundry detergent promotion when they are out shopping, verse at home watching an ad on TV. And with in-store visits leading to 95% of all conversions, CPG brands should be leveraging mobile to drive more visits, connect with shoppers throughout their journey, and enhance the shopping experience.

Takeaway:

Consumers value convenience above all else and physical stores still provide that easy, one-stop shop experience. Mobile is at the center of making the shopping experience more convenient. Therefore, CPG brands should leverage mobile as the primary vehicle to connect with consumers and drive better awareness of brands, product innovation, promotions, and even the product’s location within the store.

In Action:

A large beverage brand increased sales by leveraging mobile location-based advertising to drive shoppers in store during football season. GroundTruth helped the brand reach the most qualified grocery and convenience & gas shoppers, combined with our Sports Enthusiast audience to drive store visitation and increase sales for the beverage brand. The campaign resulted in a 12X ROAS.

Activate:

GroundTruth’s Location Audiences enables marketers to target consumers based on past shopping trips and understand individual shopper’s preferred retailers and store locations. This tactic allows CPG brands to better target the right shoppers and drive efficient in-store visits to increase conversions.

Methodology: In June 2018, GroundTruth surveyed over 1500 consumers who have purchased CPG products in the past 90 days to understand their shopping habits and preferences.

Nicole Genchur
Sr. Manager, Marketing Insights