"If you aren't there, just forget us" - This is what the consumers are telling CPG(Consumer Packaged Goods) marketers. Hence, marketers have been forced to shift gears and own a share of relationship with customers online.
DM News reports(via Marketing Vox):
Consumers are leading CPG manufacturers online because this is where they forge relationships with brands nowadays.
Awareness and trial tactics don’t drive CPG sales, except for product launches. The economics don’t work: The brands are too low involvement, the purchase frequency and dollar ring are too small and the margins too slim to focus on driving purchase once. Instead, CPG is driven by focusing on loyalty, by creating and sustaining a relationship with consumers. But classic customer relationship marketing hasn’t worked for CPG because of the cost of tracking small, high-volume purchases and the lack of a simple way to begin the dialogue with consumers.
Beyond the economics, interactive is a great hub for this new relationship because it enables two main criteria: the relationship must put the consumer in control, and it must base the relationship on something beyond the product.
An example of this is P&G’s Mr. Clean Bathroom Explorer. This rich media application lets consumers see a demo customized to their particular unmet need, all the while tracking the respondent’s path as a form of market research.
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The interesting thing according to me is that P&G has not stopped the experience just there. You can get your price-off coupon too! If you like Mr.Clean benefits, you can order for a $3 off coupon.
Also visit P&G's Health Expressions and see how they are changing the face of CPG marketing!