Retailers are stepping up their game to create new “win-win-win” marketing strategies by partnering with CPG brands to give their customers more value at the point-of-purchase and making it easier for them to buy. Retailers are becoming brands in their own right and are more in tune with “their” shoppers than ever before. They also have the advantage of being able to compare how brands are doing at the store level and how effective their marketing is (or isn’t.) Brands can help retailers because they understand their product category and are typically marketing powerhouses themselves.
The shift is that CPG brands need to work with retailers, and even other CPG brands, to co-create custom programs that fit the retailer’s brand and targeted shopper. One size marketing campaign, so to speak, does not fit all retailers.
Several CPG brands are indeed not only collaborating with the retailers but are joining forces with other brands in an effort to