Looking for the ultimate Retail Media marketing strategy for FMCG brands?

Between the incredible first party data, and closed loop attribution that shows the direct pathway to purchase, Retail Media can be gold if it’s done right, but a disastrous waste of marketing budgets if you miss the mark.

Every brand is different, but when it comes to retail media there are a few fundamentals that separate campaigns that drive sales from those that just make noise.

The most common issue we see is that clients over index on awareness and don’t focus enough on proximity to purchase.

Search and category pages consistently drive the strongest return. If you’re not showing up here, you’re likely missing the sale. So first we need to get the basics right to build an always-on defence strategy, and we’re not just talking about paid.

Get all over your organic search terms like a rash, you’d be surprised how many FMCG brand managers haven’t even searched their product in the Coles and Woolworths shopping apps. The search phrases can be surprisingly linear so it’s worth a few test runs to make sure you’re showing up on all of the potential search terms.

We also need to consider all of the shopper’s decision making levers as shopper behaviour is incredibly nuanced. A lot has to line up – intent, timing, price, messaging, emotion, and we need to get all of it right.

Most importantly, your creative needs to really speak to the consumer. We need to help make their life easier, make them feel better, inspire them and really ‘get’ them if we’re going to cut through the noise and trigger a sale. It’s not about you, it’s about them, and if we start with that lens we will earn the attention within a paid platform, which is where the magic really happens.

Remember shopper behaviour is often based on occasions – lunchboxes, entertaining, quick meals, we need to drill down to the ‘why’ they will choose you in that moment, work through the emotions, the psychology of the decisions and meet them where they’re at.

This is where we really shine, we are the most emotionally intelligent FMCG marketing agency in the country, consumer obsessed doesn’t even begin to define us, we have a real fascination with consumer behaviour and would love to chat through retail media creative ideas with you for your brand – give us a call.