Retail Media was once a “nice-to” for brands – an extra channel that was worth exploring, but wasn’t a necessary addition to their marketing plan. But as shopper journeys became more fragmented and inundated with endless touchpoints, brands have increasingly noted a struggle to connect their message all the way through to purchase. This is...Continue Reading
AI is here to stay, and brands must adapt or die. If you want proof, look no further than Mondelez International, which is rolling out a “Transformation Office.” Among other things, this group will prioritize the implementation of artificial intelligence across their US business. And if companies like Mondelez are making AI a priority, it’s...Continue Reading
Retail grocery has changed a lot over the last couple of years and many brands are struggling to keep pace. As the industry continues to evolve, how can CPG brands standout? Where should they invest their marketing dollars? How can brands measure the impact of their investment? We cover all this and more in our...Continue Reading
The retail industry has changed tremendously over the past decade, with 2021 being a tipping point. Case in point: Amazon officially became the world’s top retailer, edging out Walmart. Online retail is today’s true driver of growth, with sales on retail media platforms leading the way. As ad inventory on retailer-owned platforms skyrockets, search engines...Continue Reading
Do you know the “why” behind your shoppers’ behavior? If you want your brand to stand out in the minds of consumers, the key is to master the art of user journey mapping. At Cliffedge Marketing, we understand the pivotal role of user journey maps in the CPG industry. These maps are not just cookie-cutter...Continue Reading
There’s a really good chance you have a treasure trove of insights to propel your sales, and it’s right in front of you! So, the question is this: Are you on top of your customer data collection and regularly looking at these trends? If not, you could be missing exceptional data points that explain how...Continue Reading
Getting your product on the shelf is a challenge. Moving your product off is another. Once you’ve secured distribution with a retailer, you need to perform. The bottom line is the bottom line, and ultimately your buyer wants results. To move the needle at retail, you need a strong retail marketing strategy that engages consumers at each stage...Continue Reading
Crafting a compelling shopper marketing strategy is crucial for any brand aiming for longevity and genuine customer engagement. A well-executed strategy doesn’t merely talk at consumers; it resonates with them, speaks their language and meets their needs. While that may seem like a big ask of any campaign, our experience over the last two decades...Continue Reading
What makes a shopper marketing campaign effective? With ROI as a north star, we consider campaigns successful when they stand out in a competitive landscape and provide brand visibility, drive engagement or purchases and increase customer loyalty. So, how do we get from a blank sheet of paper to implementing the appropriate retail media tactics...Continue Reading
Standing out and capturing the attention of consumers is more challenging than ever for brands competing in today’s advertising landscape, yet one area still presents a significant, growing opportunity for CPG brands to win hearts and minds: retail media. Why do grocery brands need a retail media strategy? Simply put – to grow! Think of...Continue Reading
