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1、Omnichannel for Consumer Products:10 Ways to Build Consumer EngagementINSIGHTS FROM:Omnichannel for Consumer ProductsTable of Contents 3 Direct Engagement for Consumer Products5 Current Trends and Challenges for Consumer Products8 The Importance of a First-Party Data Strategy 10 Creating Value Excha

2、nges throughout the Customer Journey11 Powering Direct Consumer Engagement with Omnichannel Personalization and AI14 10 Ways to Drive Omnichannel Customer Engagement25 COmnichannel for Consumer ProductsDirect Engagement for Consumer Products Todays market is highly competitive and digitally driven,w

3、ith consumers demanding personalized experiences across channels.Your consumers attention is difficult to capture,as they seek out product information,reviews,and offers whether theyre in store or online.Consumers also expect you to respect their privacy,support sustainability,and understand who the

4、y are as individuals.Isnt that too much to ask of a consumer products(CP)brand?Well,consumers certainly dont think so.According to Emarsys Customer Loyalty Index 2023,the percentage of global consumers who said they were“loyal”to certain retailers dropped from 76%(2022)to 66%(2023).This show of decr

5、eased confidence has been ushered in by price hikes,continued supply chain issues,and ongoing volatility in the global economy.First-party data has become the key to creating tailored,relevant consumer engagement,giving brands direct influence and control over driving consumer loyalty.But what are C

6、P brands to do,when theyve traditionally relied on partner retailers and third parties to provide them with insights into consumer behavior?Direct engagement with the consumer is centered around building direct relationships with consumers.68%Only 2%of consumer products companies surveyed said that

7、raising price would receive the most emphasis in their 2024 strategy,whereas 68%said they would increase advertising and marketing spendingDeloitte,2024 Consumer Products Industry OOmnichannel for Consumer ProductsTraditionally,engagement between CP brands and consumers has largely been a one-way co

8、nversation,wherein brands pushed advertisements to consumers to drive awareness and purchases.The goal of direct engagement,on the other hand,is creating an interactive,two-way conversation,in which your brand drives engagement across channels,at multiple touch points along the customer journey.This

9、 guide lays out tactics and best practices for building direct engagement that is highly personalized and relevant,using omnichannel strategies to reach consumers where they are.Discover how you can better understand your consumers without direct sales,so that you can foster long-lasting relationshi

10、ps and ultimately increase customer lifetime value.“The backbone of DTC is obviously data.Many CPG brands face challenges today on limited transaction visibility,but one of the challenges is finding ways to collect data and leverage that data at scale.”Don BrettHost,The CPG View POmnichannel for Con

11、sumer ProductsCurrent Trends and Challenges for Consumer Products Creating direct,personalized engagement with your audience is easier said than done.CP brands are facing new challenges as they enter into todays era of customer-centric marketing:First-Party Data:Collecting and integrating first-part

12、y consumer data into marketing campaigns is a top challenge.When the majority of purchase data and many other behavior data points are unavailable or difficult to access,it becomes difficult to identify and reach consumers,let alone tailor messaging to their individual needs.Retail Media Spend:Consu

13、mer packaged goods(CPG)brands are dedicating more of their budget to retail media(Retail media refers to advertising capabilities within a retailers platform,whether online or offline.)Retail media capabilities provide new opportunities,such as access to first-party data,campaign optimizations,and c

14、ampaign analytics.eMarketer forecasts that by 2028,nearly 1 in 5 of ad dollars in the US will be spent on retail media.Soaring Costs All Around:Consumers are facing price hikes everywhere they turn,while marketers have to contend with increasing costs for digital ads,among other budget concerns.Bran

15、ds are struggling to limit the pass through of price increases onto consumers,and consumers are looking for value.In their quest for value,consumers might change their habits or even channels,decreasing basket size or switching from expensive deliveries to low-cost club or dollar stores.Marketers mu

16、st seek out new means to market to consumers efficiently,driving greater outcomes with less budget and Omnichannel for Consumer ProductsCreating a direct line to the consumer is a powerful opportunity,one that helps brands rise to meet each of these challenges.To create that direct connection,the be

17、st place to start is with a first-party data strategy.Digital Transformation:Consumers have gone from shopping in store to shopping for their desired products at any time and on any channel they prefer.Brands are feeling the pressure to adapt to meet consumers where they are and engage with them on

18、their own terms.Supply Chain Disruptions:Supply chain disruptions continue to impact forecasting and inventory.Brands have realized that they cant be resilient without a strong business network;with partners like copackers,third-party manufacturers,and last-mile delivery options.Similarly,marketers

19、must be agile,ready to adapt and provide real-time updates about product availability based on sudden shifts in supply.Market Saturation:The wide range of products on the market means that differentiating from competitors is crucial.This is an especially steep curve for new brands,but it also impact

20、s mature brands looking to launch new products or enter new markets and stay relevant.“Retail media is the transformation area thats got a lot of buy-in from my team.By 2028,omnichannel retail media is going to be about 25%of total media spend in the US.If you think about that,coupled with the emerg

21、ence of marketing clouds,the visibility and potential of the consumer journey is being enabled and empowered with retail media,and how we can leverage that is a must-focus area.”Jamie SchwabVP,Global Digital Commerce,Colgate-POmnichannel for Consumer Products“SAP Customer Experience Technology enabl

22、es us with customer insights into consumer behavior that tell us the types of promotions and sweepstakes that they really love.We use this technology to be smarter about how we interact with our fans.We can really have the opportunities to find the people we didnt know existed that love our brands.”

23、Dan BartelsenIT Director,E-Commerce and Marketing,Ferrara Candy CompanyWatch Ferraras SOmnichannel for Consumer ProductsThe Importance of a First-Party Data Strategy With the increase in consumer data privacy regulations over the past several years,brands are gradually being pushed away from third-p

24、arty data.Now more than ever brands must rely on first-party data data they collect and own themselves,such as behavioral data,transactional data,or data that consumers explicitly and willingly share,such as an email address.That might sound like a challenge at first,but consider this:the pressure t

25、o rely on first-party data is a good thing.First-party data is more accurate,more cost-effective,and of a vastly higher quality than second-or third-party data.The biggest benefit of first-party data is how it can help you create 1:1 personalized experiences across any channel and in real-time.It em

26、powers you to actively build an ongoing conversation with the consumer,creating better experiences that lead to repeat revenue and a higher customer lifetime value.Whilst planning which solutions you need to capture meaningful data that drives omnichannel personalization,think about these questions:

27、Consider different points in the customer journey where its appropriate to ask for data.A few examples of this include when consumers are registering a new user,signing up for your mailing list,after a purchase,etc.What do you know about your consumers?Are you offering value that consumers want in e

28、xchange for their data(i.e.are you offering a value exchange)?Will your data strategy build trust and satisfaction?What use cases do you need to solve for in the next year?What dont you know about your consumers that would be helpful to know?Omnichannel for Consumer ProductsIf you dont have that fir

29、st-party purchase data on hand right now,dont sweat it.Start small and decide what you need first,and then start collecting and analyzing it(i.e.birthday data,warranties,demographics,etc.).After you set your goal,focus on connecting with consumers in engaging,rewarding ways to build brand affinity a

30、nd generate the kind of data you need in order to understand them and create personalized experiences.Thats where the art of the value exchange comes into play.“One of the big initiatives that Ive been driving within Wella is a concept of Wella One.And what that means is the consolidation from an op

31、erations perspective of connecting the data across all different experiences into one location.This allows us to build a much stronger profile knowledge of those individuals,and therefore allows us to make sure that were leveraging that data to build the best experiences.”Aaron BradleyVice President

32、,Technology>M Innovation,Wella CompanyExperience the Wella JOmnichannel for Consumer ProductsCreating Value Exchanges throughout the Customer Journey The most effective way to obtain first-party consumer data is by creating a“value exchange”to incentivize consumers to give you their data.There are

33、 several things you can do to create value exchanges,including:Strategic initiatives,which involve creating new programs and opportunities Digital experience initiatives,which involve optimizing digital channels(website,mobile app,Mobile Wallet,social etc.)for two-way engagement Stores and services

34、initiatives,which can be anything from optimizing packaging to enhancing benefits from product registration or even creating special in-store displaysGreat value exchanges(like the ones that appear later in this guide)are about activating the right data and building brand relevance and awareness.Whe

35、n consumers walk into the store to buy soda,vitamins,or a new microwave,your brand is the one that stands out.“One of the things for us is how you create a value exchange that really resonates and is dynamic over time.The relationship with the consumer will change.How do we evolve our personalized c

36、ontent as that relationship with our consumer evolves?”Diana MaciaDirector,Global Omnichannel Capabilities,KOmnichannel for Consumer ProductsPowering Direct Consumer Engagement with Omnichannel Personalization and AI With the proliferation of technology throughout every aspect of our lives(mobile ph

37、ones,AI,the Internet of Things,social platforms,etc.),consumers are increasingly in control of how,where,and when they engage with brands.Omnichannel personalization is fundamental to driving consumer growth and revenue.The consumer products brands that are innovating their strategies around persona

38、lized omnichannel campaigns are getting an edge over their competition.Creating Seamless,Personalized,Cross-Channel Journeys A personalized omnichannel journey unifies multiple channels,creating a seamless experience with consistent messages and offers.Consumers are able to transact in the moment,on

39、 their preferred channel.Every time a consumer receives a personalized communication from your brand,one based on a true understanding of their preferences and needs,you differentiate yourself from competitors who either lack the knowledge(data)or marketing sophistication(customer engagement platfor

40、m built for omnichannel personalization)to do the same.“We have a unique product category in that its almost always purchased to be given to someone else.It gives us a natural ability to address customer pain points.The number one reason a customer doesnt use our products is forgetfulness.This gives

41、 us a natural way to ask our customers,hey if youre celebrating a birthday this year,lets set up a reminder so you dont forget.Its the number one pain point we can serve.Weve been able to create interactions that are very authentic and very personal.”Andrew GalloChief Omnichannel Officer,American GO

42、mnichannel for Consumer ProductsDont underestimate the engagement power of your website!This is where the real opportunity lies for CP brands.When you get a consumers email address,you need a destination point,and your website is premium real estate for value-added content to engage consumers and ke

43、ep them coming back for more.At the same time,youll gain greater insights into their interests and motivators.As you create personalized experiences,the consumer begins to see your brand as the one that consistently offers the most relevant products and insights,as well as the greatest value.When pe

44、rsonalized experiences are consistent across touchpoints and relevant to your consumers,they feel seen and understood.Doing this time and time again,at scale,requires the right technology.With loyalty and retention as the goal,and personalized omnichannel marketing as the strategy to get you there,y

45、ou need a solution that allows you to personalize everywhere and consistently across channels.“We were basic in our CRM until we started working with Emarsys.We were immediately able to utilize data to help us identify different personas.This allowed us to reach different types of fans in the differ

46、ent ways that we know that they are wanting us to connect with them.”Global Head of Direct to Consumer,GibsonWatch Gibsons SOmnichannel for Consumer ProductsUsing Generative AI According to our own research,72%of US marketers have increased their investment in AI in 2024.AI is on everyones minds,and

47、 generative AI(or GenAI)has shown great potential to transform business processes and save marketers time and effort.Marketers can use natural language prompts as an input,making the creation of subject lines more intuitive and more streamlined,while still allowing marketers to maintain creative con

48、trol.With just a few baseline instructions to get it started,AI can analyze campaign content and then generate a selection of engaging and contextually relevant subject line options.Another great benefit of GenAI is that it can help you scale content and campaigns across brands and regions.It helps

49、with localization and empowers you to reuse content across regions.For example,subject lines can be easily re-created in-region and with language-specific context.Watch the 2-minute AI videoDiscover AI MOmnichannel for Consumer Products10 Ways to Drive Omnichannel Customer Engagement Did you skip st

50、raight to this section because you couldnt wait to read the marketing tactics first?No one will blame you for that!Dive in and get inspired,and you can always go back to the top.Tip:Focus on the strategies that are a good fit for where your business is right now.What works for you will depend on var

51、ious factors,especially the first-party data you currently have available and the technology you use to make it actionable.When in doubt,you can always stay agile by trying a pilot program first.Building your database to better understand your consumers is part of an ongoing,continuous process.Drive

52、 AwarenessFlip the Physical Product Experience to DigitalIdentify Website Visitors and Personalize Their ExperienceEnhance Engagement on Your WebsiteFoster an Emotional ConnectionDrive First PurchaseEnhance Product Registration and Create Cross-Selling Opportunities16273849510Celebrate the Customer(

53、Birthday and Beyond)Get Feedback and Product ReviewsLaunch a New POmnichannel for Consumer ProductsDrive Awareness “Driving awareness”is no longer just about making the consumer aware of your product its also about establishing your awareness of the consumer.Ultimately,you want to build awareness th

54、rough your digital ad networks and then get to a point where you can identify your consumers so that you can begin delivering targeted messages.You create a social media promotion for your line of essential oils,with an email signup to learn more.Francis later receives a follow-up email invitation t

55、o download your mobile app to access offers and content.Consumer Francis Fragrance receives your email with a coupon for the product.For a more exclusive experience,consider offering limited access to early samples.TRY THIS JOURNEYSOCIAL ADEMAILEMAIL&APPOmnichannel for Consumer ProductsIdentify Webs

56、ite Visitors and Personalize Their Experience The moment a potential customer lands on your website and starts to browse,your objective is identifying them.“Identifying”website visitors doesnt necessarily mean having them log in to give you an email address.(Although if theyre willing to,thats great

57、!)Sometimes identification means profiling visitors based on their actions.When you understand what theyre searching for based on their clicks,you can guide their exploration.Of course,you cant personally guide every consumer.Thats why your customer engagement software needs to do it for you,tailori

58、ng the experience on the fly.Sally Forth visits your website to learn more about a product.Sally sees the default homepage at this stage.When Sally returns to the homepage,she sees personalized images related to her search,as well as an invitation to join a mailing list for new product updates.Sally

59、 uses the website to search for instructions to care for a specific product.TRY THIS JOURNEY2WEBSEARCHWEB PERSONALIZATIONOmnichannel for Consumer ProductsEnhance Consumer Engagement on Your Website Youve identified a repeat visitor to your website.Great!Now,take it one step further and start activel

60、y engaging them based on their interests.To do this,you need to present them with content thats relevant to their interests.Bill Browser searches on Google for health supplement drinks.On your website,you provide Bill an interactive quiz.Bill takes the quiz,giving you insights into his preferences.A

61、t the end of the quiz,Bill sees a tailored offer for a coupon to use in-store,which he can claim by providing his email address.Bill reads a blog about the top five health supplement drinks and clicks to learn more on your website.TRY THIS JOURNEY3INSIGHTSBROWSER SEARCHPERSONALIZED OFFERWEBQUIZOmnic

62、hannel for Consumer Products“I think its imperative that when you get data and consumers are willing to take that time to engage with you,to actually interact with you,to share information about themselves,youve got to act on it.When you.show them that you care and that youre listening thoughtfully,

63、and youre using their data truly to just enhance their experience and make it better,thats what starts to build trust.And trust is really foundational to loyalty.Offer genuine value,show them you care,show them youre listening,be thoughtful and be actionable.”Taylor DonnellVP,Content&Partner Marketi

64、ng,JebbitGet real examples of how brands are using JOmnichannel for Consumer ProductsFoster an Emotional Connection Long-lasting relationships are more than just fleeting transactional encounters.When you can develop emotional bonds with consumers and drive that connection,you reap benefit after ben

65、efit,from increased customer lifetime value to customer referrals and glowing reviews.Building a real relationship is how you develop genuine brand fanatics.Emotional connection can be based on factors such as nostalgia,dependability,corporate social responsibility,personality,and much more.Pablo Pl

66、anet notices that a non-profit associated with you promotes your coffee companys social impact initiative on its social channels.You send Pablo a sequence of nurture emails that includes an offer for ethically sourced premium coffee beans.Pablo sees a social ad encouraging him to participate in a co

67、ntest by sharing his favorite coffee rituals.TRY THIS JOURNEY4SOCIAL INFLUENCESOCIAL ADEMAILOmnichannel for Consumer Products Drive First Purchase Driving repeat purchases from loyal consumers is critical,but every loyal buyer starts with that all-important first purchase.One great way to drive firs

68、t-time purchases is by using lookalike audiences,which are groups of people to target who are similar to the people currently engaging with your business.The great news is that marketing automation technology can use algorithms to identify these lookalike audiences.“With Emarsys,we are creating pers

69、onal 1-to-1 experiences for our 1.5 million customers globally.We have automated 500 unique journeys,which resulted in 70%retention.”Mark SherwoodGlobal Head of Trading and Marketplaces,BulkTrevon Traveler sees a Facebook ad for tires because he matches a lookalike audience.He receives a welcome ema

70、il with the rebate coupon and an invitation to download your mobile app.Trevon goes to the website and signs up with his email to receive a rebate coupon.TRY THIS JOURNEY5Watch Bulks StorySOCIAL ADWEB&EMAILEMAIL&APPOmnichannel for Consumer ProductsFlip the Physical Product Experience to Digital The

71、in-store experience has a huge impact on awareness.Seeing the cereal box,picking it up,comparing nutritional values,and even seeing special product displays these are key parts of the journey.However,the physical experience shouldnt be the end.As a marketer,you can guide the consumer on a truly omni

72、channel journey,leading them from in-store to online.And the way you accomplish this is by offering value.It always comes back to a value exchange!Your product knowledge holds a great deal of value:how tos,recipes,tips,deep-dive product articles,inspirational listicles all of these can lead to deepe

73、r engagement.The QR code on a package of organic plant food for vegetables leads to an article with more information about the product.Parker receives an email with the coupon and links to how-to articles on organic gardening.Parker Planter scans the QR code and gets an offer for a 15%off coupon wit

74、h email signup.TRY THIS JOURNEY6QR CODEPERSONALIZED OFFEREMAIL&CONTENTOmnichannel for Consumer ProductsEnhance Product Registration and Create Cross-Selling OpportunitiesWhen it comes to higher-price consumer durables appliances,guitars,electronics,etc.products might have a warranty.Having the consu

75、mer register the product directly with you is a golden opportunity to get them directly engaged.Even if there is no warranty,consider inviting consumers to register the product with you for other perks,such as free software or firmware updates,maintenance tips,and so on.When the consumer registers t

76、heir product,the discovery phase begins.Based on their purchase and follow-up activity,you can find out what they want to do with their product.You can then use that data to present them with relevant,personalized content.Show them unexpected and creative uses for the product,such as how others are

77、using it,and give them tangible and attainable objectives.Jaz Juicer buys your high-end blender at a retail store.After registering,Jaz receives a Welcome email that includes recipes and maintenance tips for her blender.Jaz signs up to receive a new juicing recipe each week.Recipe emails include pro

78、duct recommendations that go with the registered product,based on personalization rules.Jaz scans the QR code that invites her to register her product.TRY THIS JOURNEY7IN-STOREQR CODEEMAILPERSONALIZED NEWSLETTEROmnichannel for Consumer Products“Emarsys has been a valuable partner in strengthening cu

79、stomer relationships.Their platform empowered us to create personalized campaigns,driving engagement and loyalty.The platforms interface and tactics capabilities facilitated launching campaigns and making decisions.We appreciate Emarsys technology and expertise,and recommend their platform for eleva

80、ted marketing efforts.”Marketing Team Member,DJIRead DJIs Story NOmnichannel for Consumer ProductsGet Feedback and Product ReviewsGive your consumers a voice.Encourage them to provide public reviews,and create opportunities to solicit their direct feedback.You can do this across channels,including s

81、ocial,email,and web.If your product is something like an appliance or electronic,customer support may also be a great avenue to collect feedback.If you get a negative review or social post,remember that it doesnt spell doom.Actually,it spells opportunity.Address the customers concern,showing that yo

82、ure truly committed to building personal relationships.Where it makes sense,incorporate the feedback to improve your product and marketing tactics.Jaz Juicer previously registered her blender on your website.Jaz completes the review,and she receives the 15%off coupon in her mobile wallet offers.Jaz

83、receives an SMS reminder that her coupon is waiting for her.After Jaz has had time to try her blender,she receives an email inviting her to review it on your site to get a 15%off coupon for a companion juice jug.TRY THIS JOURNEY8WEBSMS REMINDERPERSONALIZED EMAILMOBILE WALLET OFFEROmnichannel for Con

84、sumer ProductsCelebrate the Customer(Birthday and Beyond)If you have data for a customers email and birth date,its pretty much a no-brainer to engage them for their birthday with an irresistible offer.But you dont need birthday information to find new and fun ways to celebrate your customers.Subscri

85、ption anniversaries,competitions,tie-ins to national holidays all of these present opportunities to engage.Even taking a survey can be a reason to celebrate.Remi Reader has been subscribed to your newsletter for 6 months and clicked through on multiple articles.This activity lands Remi in your“highl

86、y engaged”audience segment.Remi sees targeted digital ads for a recommended product along with a“Thanks for being a loyal reader!”email that has a corresponding offer.Based on Remis click-through history,AI makes predictions about products Remi is interested in.TRY THIS JOURNEY9SEGMENTATIONAI PREDIC

87、TIONPERSONALIZED ADS&EMAILOmnichannel for Consumer ProductsLaunch a New ProductLaunching a new product is an opportunity for growth and expansion with existing customers and new customers alike.In-store displays with QR codes,social ads,augmented reality(AR)experiences,pop-up stores,influencer promo

88、tion the possibilities for driving awareness of your launch are endless.Ensure each moment is connected and relevant,and keep the touchpoints as close to the transaction as possible.“John Frieda had four main goals for our UltraFiller+launch:identify new audiences,educate customers,create buzz befor

89、e retail launch,and refine the messaging to find the right messaging for our audience.”Lyla HoltGlobal Digital Marketing Manager,Consumer Care,John FriedaEdith Cookie searches your website for dessert recipes that use your original cookies.Edith buys both kinds of cookies and uses a QR code on the p

90、ackage to sign up for a weekly recipe via email.Edith sees a pop-up ad for your newly launched cookies,along with a limited-time BOGO coupon to get a package of the new cookies along with the original.TRY THIS JOURNEY10WEBTARGETED WEB POPQR CODEOmnichannel for Consumer ProductsConclusion In a landsc

91、ape defined by digital transformation and evolving consumer expectations,establishing direct engagement is imperative for CP brands.By leveraging first-party data,along with the strategies and tactics for personalization described in this guide,CP brands can forge deeper connections with their audie

92、nce,offering tailored experiences that resonate at every touchpoint.Embracing these strategies isnt just about adapting its about building meaningful,enduring relationships that drive sustained growth and customer satisfaction.SAP Emarsys Customer Engagement has the power to help you create the cons

93、umer experiences described in this guide,establishing personalized,omnichannel engagement directly to your consumers and bridging the gap between the online and offline worlds.No matter where you currently are with direct engagement,well take a consultative approach to help you get to where you want

94、 to be.Our platform has been built from the ground up to help you achieve business outcomes.Discover whats possible!SAP Emarsys is Consumer Products tailored,including pre-built,best practice Tactics to help marketers accelerate time to value.Request a 1:1 demo with an expert Omnichannel for Consume

95、r ProductsAbout Emarsys SAP Emarsys Customer Engagement is an intelligent customer experience solution from SAP to help brands connect customer data,improve loyalty,and grow their business.SAP provides an integrated suite of applications,intelligent technologies,and a real-time platform for retailer

96、s to drive efficiency and deliver relevant,personalized customer experiences anywhere,anytime.We help digitally native start-ups to global retail brands manage all aspects of their business with the comprehensive solutions to exceed customer expectations with relevant products,information,and engage

97、ment when and where they choose to shop.This includes SAP retail and customer experience solutions like leading e-commerce,customer data,and customer engagement marketing applications,enabling brands to be amazing every time by delivering an intelligent customer experience.For more information,visit 2024 Emarsys.All rights reserved.Emarsys,the Emarsys Marketing Platform,Emarsys Artificial Intelligence Marketing and others are trademarks of Emarsys.The Emarsys logo and other creative assets are owned and protected under copyright and/or trademark