CPG Marketers Go Digital at Point of Sale

In the consumer packaged goods (CPG) arena, the battle for consumer dollars and mindshare boils down to the basket—what makes it in and what gets left on the shelf.

Seeking an edge over store brands, CPG marketers are looking to digital media at the point of sale as a tool to drive sales, interact with consumers and strengthen brand loyalty. CPG marketers are buying digital point-of-sale media on retailers’ in-store video networks, and rolling out interactive kiosks and displays in stores. They are testing video screens at the shelf-level, in checkout aisles and on shopping carts.

While consumers are influenced by a number of factors prior to entering the store, digital point-of-sale media—in-store signage, displays and more—can have a big impact on their purchase decisions while they are shopping. To help support the digital point-of-sale drive, CPG marketers have intensified shopper marketing efforts that involve gathering insights about consumers who are in the shopping mindset and using those findings to influence decision-making.

Over the next few years, CPG marketers will leverage shopper marketing insights as they test and implement digital point-of-sale media and marketing solutions. Retail shelves and aisles represent the “last mile” in consumers’ consideration and purchase cycle. With pressure from store brands at an all-time high, CPG marketers will increasingly set their sights on digital point-of-sale media.

Key questions this report answers:

• How are CPG marketers deploying digital point-of-sale media to attract consumers to their brands?
• What are the benefits of using digital point-of-sale media?
• How is the threat posed by store and private label brands spurring CPG marketers to embrace digital point-of-sale media?