How Digital Promotion of FMCG Products Can Trigger Sales in Physical Stores?

Salooni Saha
Content Writer

The image of FMCG Industries everywhere is changing because of Digital Marketing. The FMCG (Fast Moving Consumer Goods) have always been the center of the ad campaigns.

FMCG brands, that were previously dependant on expensive ‘above the line’ media options such as TV, press and outdoor advertising, have a range of new options to engage with customers and to promote increase the sales.

FMCG products (food and non-food) are still largely dependent on offline sales, where products’ visibility on shelves, planogram implementation, products’ positioning, shelf prices, attractive product design, and packaging matter as much if not more than advertising. Not to mention brand equity, customer loyalty, and product’s specification. FMCG advertisers typically rely on third-party retailers to get their products to consumers. This means the retailer, not the FMCG manufacturer, owns a direct relationship with the customer.

Some of the principles of traditional marketing have drastically changed, digital transformations have sent ripples through the industry. From shifts in focus, attention span, and approach, new digital marketing techniques have dominated business strategies and social media marketing campaigns. The industry has had to change in order to keep customers involved in the process. Social media and advanced tech are forcing advertisers to keep up with the times and adapt their strategies to meet new demands of mediums, and the customer. Traditional promotion always works efficiently, but it is also true that some types of business exist only due to social networks. To be up-to-date, it is crucial to follow trends and satisfy the demands of modern consumers. The most important thing is to choose the correct platform which corresponds to your business.

Most of the consumer prefer buying their daily goods from retail stores as they get more clarity about the product; as the digital promotions are already creating an image about the products in the minds of the buyer. Usually, every buyer compares the product with other similar availability in the market, and as we all are well aware of that there are hundreds of variants available in the market almost promising the same benefits with a slight change from the other.

The presence of physical stores everywhere around is a fact affecting the sales of FMCG products in the whole, as it is easy to reach and get it during the time of requirement. The concept of digitalization as a whole is still not accepted by many. This mode of buying is more convenient to a larger base of the consumer.

For some people, buying online is an expensive deal as the products are not usually as cheap compared to that of a nearby store and also there’s an extra charge for delivery. Whereas physical stores provide the products instantly and are easier to reach out anytime. Since most of the elderly people are not well acquainted with online shopping, it becomes a difficult task for them to understand their system of operating, which is also a drawback for digital platforms.

The whole idea is well presented to the consumer by the means of advertisements and other sources, but the second move is set by the convenience graph of the buyer; which in most cases matters by the physical presence of it. On the other hand, we all can also relate at some point how easy it is to just buy anything whenever there’s a need for it.

It is also changing the traditional landscape of marketers everywhere, especially in the FMCG sector. The consumers are now more exposed to their phone and laptop screens more than they are to traditional media like television, billboards, and newspapers.

Whether or not you are operating a retail storefront, if you can be locally relevant to each audience this is going to help your chances of winning them over. People want to feel like they’re part of their community, and if your brand/product blends seamlessly with their home then they are more likely to draw an emotional attachment to your business.

To buy a single FMCG product at the retail outlet one just needs a few seconds. So, everything at the Point of sale matters: availability, access to the product, attractive display, special promotional offer, etc. All those factors can influence the decisions of the consumers and in consequence your success by proper retail execution.

For large FMCG firms, modern retail stores have been steadily improving and helping them sell more premium and value-added products.

The newer supermarket layout where shoppers can browse through a far improved and variety of products, and opt to pay through a selection of means – debit, credit card or any of the Unified Payments Interface-based apps.

This is perhaps the most visible sign of change in the neighbourhood grocery store. Behind the scenes though, things are changing more rapidly.

The traditional Kirana stores are here to stay and FMCG manufacturers should not neglect the huge potential of this channel. The profit range of these traditional stores is already higher than that of modern trade outlets. These stores provide enormous consumer goodwill, which is usually left unseen. These stores are very flexible and often built up personal relationships with members of the local community that they serve. They provide personalized services such as ordering special items/quantities for consumers or allowing purchases on credit. These unique value-added services create superior value for many consumers. These consumers might not be attracted to organized retail stores.

Digital platforms are meant to facilitate the work and make life easier, thus, Digital marketing for FMCG companies involves tuning and tweaking the marketing mix for FMCG products to bring them into the current era.

Digital marketing trends in FMCG allow marketers not to just capture the consumer at the final buying stage, but also to create a relationship with them from the beginning, something that was not possible before. This requires marketers to formulate an all-inclusive FMCG digital strategy not to just influence their consumers, but also to personally engage with them.

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