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When was the last time you “browsed” a CPG retailer’s app or site while placing an online order? versus just typing into the search bar whatever it was that you came there to buy.
... besides apparel, I think it feels really unnatural.
... besides apparel, I think it feels really unnatural.
This presents a huge challenge for emerging brands—they have never been more at the mercy of their retailers for discovery.
(Discovery meaning surfacing the brand to the retailer’s existing community)
(Discovery meaning surfacing the brand to the retailer’s existing community)
Packaging designed to pop at shelf goes unnoticed on a small screen.
Search algorithms trying to show the most common results for “toothpaste” default to putting the Crests of the world at the top.
So how do small brands get visibility? It’s an interesting new challenge.
Search algorithms trying to show the most common results for “toothpaste” default to putting the Crests of the world at the top.
So how do small brands get visibility? It’s an interesting new challenge.
Successful brand marketing via PR/social will have spillover and encourage customers to search for products by name. Always has.
But organic discovery at the retailer level is shifting.
Endcaps—>Campaigns
Shelf placement—>Site placement
Packaging—>Photography/Content
But organic discovery at the retailer level is shifting.
Endcaps—>Campaigns
Shelf placement—>Site placement
Packaging—>Photography/Content
It’s a fun new world to navigate. 
For retailers that “love” new brands + want to be a “destination for discovery!”... that means:
Putting them in campaigns
Priority placements online
Waiving slotting fees / allowing $ to instead be put to marketing
For retailers that “love” new brands + want to be a “destination for discovery!”... that means:
Putting them in campaigns Priority placements online Waiving slotting fees / allowing $ to instead be put to marketing
And also:
Not expecting a brand with 5 SKUs to have the same sellthru / productivity as a legacy brand with 60.
We’re getting there! But we need you to be our partners in the journey.
Not expecting a brand with 5 SKUs to have the same sellthru / productivity as a legacy brand with 60. We’re getting there! But we need you to be our partners in the journey.
Curious to hear how you all see brand discovery shifting as more retailer carts go online.
Do you ever “browse” a retailer?
Or is discovery (almost) entirely on the brand?
Do you ever “browse” a retailer?
Or is discovery (almost) entirely on the brand?
