How to supercharge your CPG sales and marketing strategy with proven data solutions and shopper insights

1. Put your marketing and trade dollars where they count.

You want to create and capture demand in a saturated, complex Canadian marketplace while working with limited budgets and resources. Every dollar you spend needs to help maximize your return through volume and share. To get more bang for your buck, you’ll need to know where your highest value consumers are and how to reach them. Where do you start? Which media channels (traditional, digital, etc.) will deliver the highest ROI? Which retail activations (shopper, marketing, assortment, features, displays, etc.) will deliver the highest impact on share? Answers to these questions will help you create a strong, focused, and sustainable marketing plan and product go-to-market strategy. Detailed, ready-to-use consumer data linked to marketing activation channels is the key to allocating against the right consumers and channels.

2. Understand consumer behaviours across the market.

You have defined your target consumer. Now it’s time to level up by capturing a 360-degree view. This means understanding consumer occasions, media consumption, purchase influences, shopping needs and preferences, and locating them at store, market, or regional level to support your strategies. Underpinning this, once again, is ready-to-use, unified data providing a 360-degree view of your target audience. Find your best potential shoppers fuelled by insights. Build effective activation plans in the highest demand regions, channels, and banners to secure share.

3. Turn insights into action and measurement. 

This powerful data ecosystem supports activation in all parts of your sales and marketing plan: in-store, plus traditional and digital media. You can use the data in data collaboration programs and retail media networks.  Establish key metrics and KPIs. Set benchmarks. Whether you’re measuring performance against the industry as a whole or against yourself month-over-month, it’s crucial to keep a pulse on your progress to see where to invest or reallocate budget. Set specific sales goals to deliver the right volumes based on category demand metrics driven by consumer market potential.

The key benefits

These 3 steps will enable you to:

• Focus on the highest value consumers. You’ll be able to expand your activation of assortment, distribution, and display where demand is highest.
• Reallocate funds from low demand areas. You’ll make smarter choices on where to invest.
• Measure results, optimize, rinse, and repeat. You will be able to identify opportunities, such as through data collaboration or data tools, to understand the impact of your activation on high value shopping trips, baskets, and share for you and your retail partners.

Small changes in your data and insights strategy can ensure you maximize every marketing and trade dollar to deliver volume and share. Environics Analytics can help. Let’s talk: