A new white paper released this month by Minneapolis–based Carlson Marketing finds that companies can no longer rely only on increased spending in advertising and promotions to improve consumer packaged goods (CPG) sales and loyalty.

The paper, “New and Improved: A Futuristic Approach to CPG Loyalty,” notes that change is needed to keep marketing costs down and to deal with other challenges now facing organizations: customer-centricity, private-label competition, price erosion and lack of media efficiency.

“CPG as a category has relied on traditional marketing strategies for a short-term win, thus overlooking the customer experience in favor of product tweaks. It favors message over dialogue,” says Suzy Cox, vice president, Carlson Marketing. “It leaves the customer’s attachment to the brand at a slim margin when loyalty is threatened by private label brands, struggling retailers and desperate competitors.”

Carlson recommends that companies start to use direct-to-consumer transaction tracking techniques—such as the proper use of bar codes to generate and track critical customer data across channels, new approaches to analyzing customer data, and digital marketing to bring sustained results to loyalty programs and relationship marketing.

“New and Improved: A Futuristic Approach to CPG Loyalty” includes case studies with tangible results from Pampers and Coca-Cola. For specific details on the white paper and its suggested solutions, click here to download the full report. This page is protected by Copyright laws. Do Not Copy