Today, leading independent marketing and communications agency Cramer-Krasselt (C-K) published a new report that outlines four key growth strategies for CPG brands to make e-commerce gains in the post-COVID economy. With many consumers utilizing grocery e-commerce for the first time during the pandemic and, according to a report by Acosta, 75% indicating they plan to continue this behavior, mastering the grocery e-commerce ecosystem is no longer an option. The new report, titled “Is Your CPG Brand Set Up for Post-COVID E-Commerce Gains?” was derived from the agency’s experience actively managing a range of CPG e-commerce programs and emphasizes how brands can apply an interconnected approach across the entire ecosystem to drive success.
“The report reflects extensive analyses of our CPG e-commerce client programs and trends that will help brands maintain and increase the gains made when the pandemic pushed new consumers into online grocery,” noted Stephani Estes, C-K Executive Director of Media who leads the agency’s e-commerce services practice, C-K Commerce. “It’s a critical time for brands to upgrade their data strategy, campaign structure and experiences throughout the online buying process to create future success.”
New report outlines four overlooked strategies CPG brands can use to drive e-commerce success in the post-COVID economy.
Cramer-Krasselt’s four overlooked growth drivers that have proven results on CPG e-commerce programs:
- The Right Data Strategy: By utilizing a data strategy that considers more granular inputs within the e-commerce ecosystem, from lapsed users to aisle targeting, C-K Commerce clients have experienced increases in frequency among current purchasers by more than 20% and incrementality by as much as 65%.
- Self-Serve Campaigns: While results can be generated using both managed and self-serve, there is extra deliverable power in the implementation of real-time, hands-on-keyboard management. As a result, C-K’s self-serve campaigns have outperformed managed buys by nearly double.
- Shoppable Experiences: Using data and trends focused specifically on identifying and segmenting impacts of shopping behavior, the agency can create additional add-to-cart experiences online that lead to nearly one-third of active shoppers adding products to their carts.
- Online + In-store: As we re-emerge from the pandemic, it won’t be either/or for online or in-store grocery shopping. The relationship is increasingly reciprocal. C-K Commerce has found that analyzing one in the context of the other is critical to results. We’ve experienced lifts upwards of 25% of instore purchases attributable to e-commerce exposure.
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