In the competitive world of CPG retail, answering one question can help you stand apart:
Does it pass the “Who Cares” Test?
With an almost endless array of options available at their fingertips, why should consumers consider your brand over another?
If your initial reaction is to quote the features of your product (i.e., all natural, award winning, etc.) then you’re probably going to fall short getting consumers to engage. It’s very easy to fall into the trap of speaking in boastful, brand-centric ways. But today’s consumers shop by asking themselves, “What’s in it for me?”
In other words, “Who cares?”
Start by looking at your brand from the consumer’s perspective. Let’s flip the script here. Consumers begin to care when you stop making it all about you and focus on them.
The 5 Core Elements of Shopper Marketing
Being more consumer-centric starts by understanding the key points that influence consumer action. In our recent guide, we distilled shopper marketing into 5 core elements that must work together in order to create relevance for consumers.
- Customer Engagement
- Sales Funnel
- Data Analysis
Why is that important?
The modern consumer is highly intuitive, a shopper who expects creativity, accountability, and added value from the experiences brands create. In fact, Salesforce reports that 80% of customers consider the experience the company provides just as important as the product or service.
Additionally, Salesforce confirms that 70% of customers expect connected processes from brands if they want to win their business. This means it’s crucial for brands to align their efforts throughout the entire shopping experience, helping to create relevance and more meaningful consumer connections.
Create Value Along the Entire Path to Purchase
Work to ensure your efforts in each of these elements will not only pass the “Who Cares” Test, but drive value for your target audience.
Beyond price, identify the benefits to your ideal consumer. There’s no competitive advantage in pricing, especially in the ongoing fight against private label.
Brands can offer added value in a variety of forms – think along the lines of creating helpful content, providing exceptional customer service, or supporting a charitable organization. Beyond product features or utilities, like “great taste” or “clean label”, these are the forces that drive powerful consumer connections.
Consumers engage with brands that take their values to heart and consider them as more than a simple transaction. They want to see that the brands they buy make a difference in their lives and in their communities.
Measure Your Shopper Marketing Efforts
Effective consumer engagement is the result of ongoing trial and error.
Be bold. Try new things to see what resonates with your audience. No matter what you do, remember that the most important thing is to track your efforts. Data-driven insights can provide a clear picture of what’s driving engagement and what’s falling flat.
To put it simply: Try. Track. Tweak. Repeat.
Take the “Who Cares” Test
We designed an actual “Who Cares” Test to help you compare how your brand stacks up against the 5 core elements of shopper marketing. Utilize this free tool to assess your brand’s ability to create relevance for consumers.
Whether making a social post, sampling in-store, or even updating your website, make sure to ask yourself, “Does it pass the “Who Cares” Test?”
With so much competition in the market, it’s important to stand out and resonate with your target audience. If you need a little help, motivating consumer action remains at the heart of everything we do as a company.