The fast-moving consumer goods industry is experiencing enormous growth. According to Kantar, FMCG growth is set to reach 10% by the end of 2021. Demographic shifts, technological concepts, and dynamic consumer preferences are forcing companies to adapt quickly if they wish to survive.
Convenience is key in today's consumer-driven marketplace. FMCGs that can deliver a seamless in-store experience will gain an edge over their competition. Data and technology help businesses better segment their customers, explore new growth techniques, and create marketing messages. Stiff competition makes it difficult to come out on top.
Here are 4 ways we believe could help you have the customer's attention:
1) Consistent Persona
Businesses that are consistent with their branding are 3.5x more likely to get strong brand visibility than inconsistent brands. When people are aware of your brand and have a positive impression of it, they are more likely to purchase from you. Brand identity helps create familiarity with your customers.
A customer should be aware that your product or service brings them a good feeling every time they make a purchase. Therefore they will associate these good feelings with your brand. This is exactly why you should also be consistent with your brand color, name, logo, and slogan. When a customer is relating a feeling to your brand, they will also relate that feeling to your brand personality.
If you have brand consistency, consumers will have trust and confidence in your brand. They will not think twice before making a purchase because they already know they will have the same positive experience.
2) Driving Shelf Visibility With Brand Loyalty
How your brand is perceived in the mind of consumers is very important. Creating positive experiences drives the customer to choose you from the shelves over competitors. Consumers spend time shopping around before making a purchase, they want to make sure they are making the right decision. They think about if and how this brand will bring value and worth to their lives.
Are consumers easily identifying your brand? The purpose and benefit of your brand should be easily identified by consumers. They should know where exactly your brand is located in-store, go straight to its aisle, and pick it up without thinking twice. Is your brand offering sustainable value? Contributing to social and environmental benefits adds to your brand image. Is your brand making people’s lives easier? You should always think about how your product or service can fill a gap that the consumers might have in their lives.
Improving the consumer's life makes them feel special, therefore driving loyalty. Offering discounts on holidays, birthdays, or special occasions drive the customer to choose you over competitors because they have an emotional connection with you. Tailor brand stated that 64% of women and 68% of men have felt an emotional connection with a brand and that it drove them to be loyal to it.
3) In-store Digital Advertising
The FMCG industry focuses on execution. Ideas can turn to top-notch products, but without great execution, it’s just an idea. FMCG’s shouldn’t stop evolving when their business is going well. Amidst your competitors, evolving technologies, and all the nuances that come with running a company, it becomes overwhelming. You should always pay attention to what is new and keep up with it. Companies in the FMCG industry should utilize innovation-driven strategies to maintain profitability and ultimately scale up.
People are naturally fascinated by technology, they are drawn to it out of curiosity. Now imagine if what is displayed is a brand of their interest? As stated by Future Stores, 94% of retailers use digital signage because they believe it augments, changes, and improves customers’ in-store experiences. They also mentioned that aside from how helpful, enjoyable, and desirable digital signage is for customer experiences, 45% of retailers believe that it helps differentiate brands from their competitors.
4) Turning Data Into Insights For Seamless Experiences
Having a quality product is not enough to win over customers. Equally important is how much the brand’s purpose aligns with the consumers and their interests. Customers will go out of their way to choose the products and services that mirror their lifestyle preferences. Understanding your audience in-store with data will help you gain valuable insight into what exactly drives their purchase decision. FMCGs should be selecting relevant measures from data and then generating effective actionable insights.