**Embracing Total Commerce: A New Era for CPG Food and Drink Brands**
Consumer packaged goods (CPG) food and drink brands are entering a transformative era with more opportunities than ever to connect with customers directly. The advent of retail media networks, third-party online stores, and brand-specific websites has opened up myriad channels to get products into consumers’ homes. However, with these opportunities comes the responsibility to navigate this complex landscape effectively.
Retail media networks—platforms owned by retailers that offer advertising opportunities—allow brands to reach shoppers at the point of purchase. These networks provide valuable insights into consumer behaviour, enabling brands to personalise their marketing efforts and enhance customer engagement.
Third-party stores and e-commerce platforms have also become crucial for expanding reach. Brands can partner with established online retailers to tap into broader audiences, leveraging their infrastructure and customer base without the need for significant upfront investment.
Amie Owen at KINESSO (part of IPG Mediabrands) sheds light on this significant shift in the industry. She explains that embracing ‘total commerce’ is essential for CPG food and drink brands aiming to stay competitive in today’s market. This approach involves integrating all available sales channels—online and offline—to create a seamless customer experience.
The rise of digital platforms means that consumers expect convenience and accessibility. Brands that harness these channels effectively can not only increase their product visibility but also build stronger relationships with their customers through personalised experiences.
In this rapidly evolving marketplace, it’s not just about having a presence across various platforms but about strategically utilising each to its full potential. By embracing total commerce, CPG food and drink brands can meet consumers where they are, deliver value, and ultimately drive growth in an increasingly connected world.
Source: CPG food and drink brands must embrace total commerce
Author: Amie Owen
