A Harsh Truth About Growing CPG Brands

A harsh truth about growing CPG (Consumer Packaged Goods) brands:

While selling DTC isn’t a necessity, overlooking this channel WILL hold you back from growth.

Here are 5 tips to make your website work for you:

1/ Establish an E-commerce Presence

Before anything else, you’ll need to build an online store because it’ll give you control, flexibility, and insights that channels like retail and Amazon lack.

That said, if your business is already thriving on Amazon, you could start by selling merch.

There’s another playbook here I’ll share in another post.

2/ Incentivize Your Customers to Shop With You

If you’re considering launching DTC, create subscription models exclusive to your website to incentivize customers to shop directly and generate recurring revenue.

You can also offer personalized product options for enhanced customer engagement and a unique experience.

For instance, we worked with Once Upon a Farm to build a custom subscription box where customers can add their kids’s favorite flavors, catering to parents of picky eaters.

Launch limited-edition or exclusive products that can only be purchased through your website to build customer loyalty.

3/ Leverage Digital Marketing

Use digital marketing tactics to direct traffic to your website.

If you’re not selling online yet, consider a couponing strategy to drive foot traffic to stores.

Give customers access via email sign-up.

Use this data to inform future brand strategy and build effective retargeting campaigns.

4/ Produce Educational Brand Content

Engaging content, such as recipes or usage tips can create a personalized experience.

For example, a brand offers a multi-pack of premium cookie mix.

A customer might be persuaded to make the purchase when they see the list of high-quality ingredients and a list of recipes they can make with the mix.

Use QR codes in retail to give customers quick access to quality content!

Brij co-founder Kait Stephens can give you the full rundown on this.Don’t forget email. Create a few simple segments of customers to send content that hits home.

5/ Establish Direct Feedback Loops

Provide direct communication channels to encourage customers to reach out with issues and feedback, fostering a community around your brand.

& Grow!

These tips help build relationships you otherwise would not have had with customers.

Learn from them, foster them, and when you’re ready to invest in DTC, you’ve got a community of folks ready to engage.