For many ecommerce players, planning for seasonality and holiday marketing is a year-round endeavor. It’s a (chaotic but) crucial strategic undertaking, especially considering the following:
Thanksgiving, Black Friday, Cyber Monday, & Holiday
Every brand is competing during seasonal peaks to get their products into shoppers’ carts.
The best way to stand out?
Make the shopping experience as straightforward and easy as possible by meeting your customers where they’re at. This means supporting paths to purchase through your website, pure play (e.g. Amazon), and retail ecommerce.
Understanding and balancing your marketing strategies between these three ecommerce channels to make the most of the high-impact seasonal months.
Pear Commerce provides CPG brands with the shoppability and insights needed to achieve and win at seasonal sales, particularly through retail ecommerce.
Brands typically know when inventory is available for direct-to-consumer sales through their own websites, but it’s not as straightforward when selling through other channels.
The retailers stocking products change rapidly. The exact date and time a retailer updates their inventory is hard to predict, and brands working with distributors (e.g. beer, wine, and spirit brands) may not even be aware of the full list of locations with their SKUs in stock.
It doesn’t make sense for a brand to start marketing pushes for seasonal products before they’ve hit the shelves, but it’s been nearly impossible to plan for these variants. This results in wasted marketing dollars on campaigns that may not even link to a purchasable product in some consumer areas.
Every product on the Pear platform–including shoppable landing pages, store locators, PDPs, and direct to cart links–utilizes real-time inventory scanning.
Other tools rely on inventory data that is two or more weeks old–a turnaround time that’s useless during high-volume seasonal months and shopping days like Black Friday and Cyber Monday. With Pear, marketing teams gain clarity into the exact moment products become available at retailers so they can plan campaign launches and geo-targeting accordingly.
Instead of waiting for a seasonal campaign to end before analyzing its performance, brands can now capture insights mid-campaign to make decisions that improve ROAS.
Pear ties page loads, retailer visits, add to carts, and purchases to conversion events and sends them to any ad platform brands choose (e.g. Meta, TikTok, Snap, and Pinterest).
This unlocks the same performance marketing tactics used on DTC sales for retail ecommerce. Brands can build lookalike audiences based on site visitors, optimize campaigns from actual add-to-carts and purchases, and retarget to every stage of the funnel.
Implementing tactics like the following can help brands capture seasonal shoppers and gain a competitive edge through each ecommerce channel:
Implementing any of these tactics lays the groundwork for brand awareness, trial, and repeat purchases through holiday and beyond. Premium shoppability, actionable insights, and real-time inventory scanning makes Pear uniquely positioned to support your brand’s seasonal marketing efforts.
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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.