Omnichannel marketing is evolving so here are my predictions on what the top 5 trends for 2023 will be within CPG that will dominate the grocery landscape.
1. Brands will increase focus on online grocery shopping
While in-store will remain the #1 channel for grocery shopping, many brands are starting to invest more dollars to build an online ecosystem to ensure they reach shoppers to drive pre-shop consideration and online sales conversion.
2. CPGs will expand emphasis on personalization to improve conversion rates
A recent research study from McKinsey & Company shows 71% of consumers expect personalization and 76% will switch brands if they don’t like their shopping experience. As a result, many brands are using customer data and insights to create targeted and personalized experiences and offers direct to consumer or in partnership with key grocery retailers.
3. Retailer Media Networks will continue to grow in popularity
In my recent blog “Omnichannel Marketing & the Growth of Retail Media Networks”, I wrote about how retailer media networks are gaining in popularity. How popular? According to a trends report from the Path to Purchase Institute (P2PI) a survey of 166 marketing executives, shows retailer media networks as the number one most important omnichannel tactic in 2022. This trend is only going top continue this year.
4. Shoppers will increasingly demand brands be more sustainable.
Sustainability is becoming a key factor in consumer purchasing decisions. Brands that demonstrate a commitment to sustainability are more likely to attract and retain loyal customers. This will include promoting sustainable production practices, reducing packaging waste, and offering eco-friendly products.
5. High grocery prices will continue driving more shoppers to buy private label products.
As Brian Ettkin at Numerator Canada stated in an article in Canadian Grocer Magazine in October 2022: “Canadian shoppers have become more reliant on private label in today’s high inflation environment and there is no sign that sales will slow”. I agree. Especially given that grocery prices will continue to rise in 2023 and the consumer perception of the quality of private label products is improving all the time.
What are your top 5 shopper marketing trends for 2023? I want to hear from other omnichannel marketers what is on your trends list.
