A cohesive channel approach is a key element of a fast-moving consumer goods (FMCG) business strategy.

With customers increasingly expecting a seamless experience across online and offline channels, from physical stores or apps to social and websites, an omnichannel strategy is a necessity for any modern FMCG brand.

An omnichannel strategy integrates all your channels in a single customer-centric approach, bringing together the disparate features and benefits of each in a unified and consistent experience, wherever shoppers interact with your brand.

In short, a robust omnichannel strategy empowers your FMCG brand to boost sales, optimize infrastructure, automate processes and harness data – all but essential in this digital era.

However, faced with evolving technology and rapidly changing consumer behavior, a successful omnichannel strategy requires constant assessment and recalibration. When considering your own position, consider the following:

• What do your consumers prioritize in their experience with your products/brands? 
• Where are the greatest opportunities for omnichannel experiences within your product categories and brands? 
• What are the capabilities and infrastructure required to bring these ambitions to life whilst retaining consumer centricity?

With the above in mind, here are the top principles that help FMCG brands launch and evolve a successful omnichannel strategy.

Use data to personalize and tailor experiences for your consumers

First-party customer data is readily available in direct-to-consumer (DTC) commerce, offering valuable insights across channels. Using this first-party data, you can craft personalized experiences, recommendations and offers based on consumer behavior and patterns. 

This creates a seamless, curated customer experience across both offline and online channels, which in turn nurtures brand advocacy and loyalty and maximizes your sales. 

Combined with second- and third-party data from retailers, marketplaces and research agencies, you can build an immense bank of knowledge about your customers – knowledge you can use to inform strategic investment decisions across new product development, marketing spend allocation, channel execution and initiative prioritization. 

Define the plan and purpose for each channel in your ecosystem

Omnichannel strategy is not about enhancing one channel at the expense of another – it is about balancing the intrinsic value of each and investing accordingly. 

Brick-and-mortar stores, online marketplaces such as Amazon, and DTC and social commerce each have their own unique qualities, benefits and features. 

DTC, for instance, focuses on value propositions for the consumer. For example, collaborations and limited editions or personalized products and experiences, while also collecting first-party data. 

Brick-and-mortar stores, however, are subject to high competition and price sensitivity, but give your products increased first-hand visibility with prospects. 

Understanding consumer expectations of these channels, as well as their specific function within your business, can help shape the role that each should play within your wider omnichannel strategy.

Identify your starting point and build your vision

It is vital that you begin your FMCG omnichannel journey in an open and honest fashion, taking stock of your current resources, technology, operations, expertise and capabilities. 

A clear vision helps define your ambitions – and your path to achieving these. 

But for ambition to lead to success, it needs to be realistic, strategically aligned and informed. Identify strengths in your experiences, achievements and learnings, while looking to your competitors for inspiration and to digital leaders within the FMCG vertical for support. 

THG Ingenuity is the complete commerce provider of choice for ambitious FMCG brands seeking scalable growth, including Coca Cola and Bimuno. Harnessing 18 years’ experience and technology, operations and digital services built to accelerate digital brand growth, Ingenuity is designed to enable brands to succeed in not only the digital world but in their omnichannel go-to-market strategies.  

To discover more about how THG Ingenuity could support your brand, get in touch today.