In today’s omnichannel landscape, the convergence of online and offline channels has given rise to a new avenue for you to boost sales and expand your reach: retail ecommerce. Let’s explore how any brand, but particularly beverage, refrigerated, and frozen brands can leverage retail ecommerce tools to drive sales by integrating them into their digital marketing strategies.
“Foodbevy co-wrote this article in partnership with Pear Commerce, who is the expert in the emerging retail ecommerce space. Pear created shoppable tools that easily integrate into your own marketing activities, helping brands drive awareness, trial, and purchases at retail.”
Retail ecommerce refers to the practice of consumers purchasing products from a retailer’s ecommerce site, such as Target.com, instead of directly from your brand’s website. This approach allows brands in physical retail stores to tap into the growing online consumer base. Now why take this approach? It allows you to:
I’ve talked with a number of brands who have stopped selling their products on their own direct-to-consumer (DTC) sites because the margins just don’t make sense. With retail ecommerce, you can continue to utilize your digital marketing efforts to drive customers to online and offline channels to purchase, while protecting your margins from the costs and complexities of shipping frozen goods or heavy cans.
While each channel -DTC, pure play (e.g., Amazon), and retail ecommerce – has its own strengths, combining them can unlock valuable incremental sales and overall brand growth. Brands that strike the right balance among these channels can boost brand awareness and household penetration.
As a brand, it’s important to make it as easy as possible for your customers to purchase. Some prefer to shop on Amazon, others on Walmart.com. You’ll reduce the purchase friction by sharing direct links to purchase on each of these sites and letting your customers choose what they prefer, instead of trying to manipulate them to a certain site, like your own DTC.
If you’re looking to harness the potential of retail ecommerce, you must adopt the right tools and infrastructure to capitalize on shoppers’ preferences and behaviors. Platforms like Pear provide shoppability and actionable insights that fuel performance marketing. Here are some key features you can leverage:
Many brands have successfully embraced retail ecommerce as a key component of their growth strategy.
For example, Liquid Death, a water startup valued at $700 million, shifted from a DTC model to leveraging retail and Amazon as their core commerce channels. By offering a Subscribe & Save option through Amazon and retail ecommerce paths to purchase on their PDPs, the brand increased convenience for their loyal customers while simultaneously driving awareness of retail locations selling their products.
Other brands have found success by driving digital traffic to their shoppable store locators, encouraging trial at their preferred retailer before committing to a DTC subscription. These brands can then retarget their retail shoppers with opportunities to convert to subscription, capitalizing on their initial trial experiences to drive growth through multiple channels.
In today’s competitive marketplace, you must embrace the potential of retail ecommerce to maximize sales and brand growth. By integrating retail ecommerce tools into your digital marketing strategies, beverage, refrigerated, and frozen brands can tap into the growing trend of online-to-offline consumer behavior and create a seamless shopping experience for customers across channels.
Five years ago, retail ecommerce didn’t exist. Today, supporting the channel is table stakes for consumer packaged goods brands.
This playbook is designed to guide CPG brands from the stages of awareness to purchase at retail. Whether you’re interested in retail ecommerce as a new channel opportunity or looking to level up existing efforts, The Retail Ecommerce Playbook covers tools, tips, and examples to help your brand succeed.