{"id":4240141,"date":"2024-06-27T21:01:32","date_gmt":"2024-06-27T19:01:32","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4240141"},"modified":"2024-07-18T16:02:57","modified_gmt":"2024-07-18T14:02:57","slug":"how-cpg-brands-can-succeed-in-the-competitive-retail-media-landscape","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/how-cpg-brands-can-succeed-in-the-competitive-retail-media-landscape\/","title":{"rendered":"How CPG brands can succeed in the competitive retail media landscape"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tHow CPG brands can succeed in the competitive retail media landscape\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tKevin Veenman\t\t
\n\t\tStrategist\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t27 June 2024\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t\n\t\tIn today’s fiercely competitive retail media landscape, where every brand is vying for consumer attention, achieving sustainable growth and securing a significant share of the digital shelf is harder than ever.\u00a0\u00a0

The CPG industry faces the biggest challenge: how to make something like toothpaste, crackers, or SPF stand out on an endless shelf of available products? In a saturated market, you need focus to stand out on retailers’ digital shelves.\u00a0

First, a strong foundation<\/strong>. Then, incrementality<\/strong>.\u00a0\t<\/p><\/div>\n\n
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\n\t\t\n\t\tA strong foundation for retail media\t<\/h2>\n\t\t\t\t\t
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\n\t\tOne of the biggest pitfalls for CPG brands, once they embrace retail media,<\/a> is trying to do too much.\u00a0

Too many product promotions, too many retailers, and too much fragmented data to sort out (often done manually). You\u2019re already working on steps three and four without setting a proper foundation. So before you start to run towards a complex retail media plan, get these basics right:

Optimize your content<\/strong>
Conduct retailer-specific keyword research, cluster the keywords to match steps in the customer journey, and create SEO-optimized content. Focus on product content such as titles, descriptions, and category pages, and prepare necessary translations.\u00a0

CPG brands often deal with long-tail content, which has more specific keywords than average entries (think \u201cnatural shampoo for women\u201d). Use this wisely by combining target keywords, audiences, and product USPs to create effective pages that attract relevant customers.\u00a0

Focus on sponsored products\u00a0<\/strong>
Not all of your products need to be in the spotlight. Maintaining focus is crucial in saturated product segments.\u00a0

Which of your products are the most popular or most frequently bought? Highlight these by serving them to your audience as sponsored products, leveraging the optimized product content you\u2019ve developed.\u00a0

Don\u2019t focus solely on direct brand promotion. Communicate the category entry point.\u00a0

Identify the cue that makes consumers think of your brand or product. Stand out by letting your one or two hero products for that category take the stage on your highest-impact channels.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t