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Checklist: The Latest Ways FMCG Brands Are Driving Higher ROI

1. Target audience research and personalisation

One of the biggest challenges of FMCG brands is heavy competition, which makes attracting and maintaining customers difficult. Therefore, research into your brand’s target audience — who they are, what they want, what they connect to – is crucial.

Case Study:

L’Oreal, one of the top multinational cosmetics and beauty brands, has a relatively large target audience. The brand focuses on consumers as individuals, connects to them on a personal basis, and offers unique shopping experiences, in-person and online.

L’Oreal has also connected to the increasing consumer desire for sustainability by committing to sustainable practices, including holding Sustainability Challenges since 2013.

2. Branding, branding, branding

Because many FMCG products are similar and abundant, branding is essential as a way of differentiating your products from the competition and connecting with your targeted audience (see above). Branding is a broad term that encompasses many things:

  • Brand values: What do you stand for? Sustainability, inclusivity, high-quality products, customer service, technology, etc. Choose your priorities and incorporate them into your brand’s identity.

  • Voice and tone: Are you formal, casual, friendly, etc. How do you want to communicate with customers?

  • Narrative: What’s your story, where do you come from, what are your goals, inspirations, and aspirations?

Case Study:

Dove, the American beauty brand owned by Unilever, has fantastic branding and has created a women’s empowerment movement from soap, shampoos, and conditioners. Its marketing campaigns reflect their branding and connect with their audience on an emotional level.

3. Create a strong and authentic social media presence

A strong social media presence is crucial for FMCG brands, as social media has the power to:

  • Create brand awareness

  • Build trust

  • Engage consumers

  • Personalise the consumer experience

  • Partner with influencers

  • Sell products

Case Study:

Starbucks is an FMCG brand with a great social media strategy built on interactive and seasonal content, user engagement, great aesthetics, all of which drive brand visibility and successful campaigns. In 2022, Starbucks China won the Digital Marketing Strategy of the Year - China Award at the FMCG Asia Awards due to its TikTok Ecommerce campaign.

4. Offer VIP and rewards programs

FMCG is an incredibly competitive industry, so offering incentives and rewards can go a long way in building customer loyalty, attracting new customers, and retaining current ones.

Case Study:

The UK’s largest pet store chain, Pets at Home, has a terrific loyalty/VIP program that includes an immediate discount for signing up, birthday bonuses, exclusive offers, and easy management on the app. Moreover, Pets at Home encourages customer loyalty by understanding its audience — it allows customers to donate to charity through purchases and has Lost Pet Alerts that fosters a sense of community.

5. Ecommerce

Gone are the days when FMCG brands could rely on in-store selling alone. Today, Ecommerce is crucial for brand growth and expansion. Recent research shows that there are 2.64 billion global online shoppers, about 33% of the world population. In Australia, 9.2 Australian households (about 80%) participated in online shopping in 2021. FMCG brands that sell online can reach wider audiences, gather invaluable consumer data, make the customer experience personable and pleasant, and, of course, increase sales.

Case Study:

Nestle, one of the world’s leading FMCG brands, has realized the power of Ecommerce and has recently been focusing on growth in that channel. In 2022, Ecommerce accounted for 15.8% of the brand’s sales, and its goals are to reach 25% by 2025. 


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