Did you know that 86% of shoppers now use multiple channels to make purchase decisions1, yet two-thirds say they feel retailers don’t truly know them2? This shift in consumer behavior presents a major challenge for Consumer Packaged Goods (CPG) and e-commerce brands looking to build meaningful connections and drive conversions.
With an increasingly fragmented buyer’s journey, fierce competition, and fleeting brand loyalty, standing out requires more than just having great products. It demands a strategic approach to shopper marketing—one that ensures your brand remains top of mind, whether consumers are browsing online, using delivery apps, or making quick in-store purchases.
A recent campaign by jetfuel.agency demonstrated the power of a data-driven shopper marketing strategy in transforming brand performance. By optimizing product visibility, tailoring promotions to high-intent shoppers, and strategically leveraging seasonal demand, we helped a brand drive sustained revenue growth. As a result, not only did sales see a significant boost, but repeat purchases increased, fostering long-term customer loyalty.
In this article, we’ll explore how CPG brands can optimize their shopper marketing efforts and how partnering with the right digital marketing agency can help unlock stronger engagement, higher conversions, and lasting brand loyalty.
Understanding Shopper Marketing for CPG Success
Walk into any retail store, and you’ll see shelves stocked with hundreds of brand options. From personal care and home essentials to snacks and beverages, CPG (Consumer Packaged Goods) brands compete for attention in environments where purchase decisions are made in seconds.
But here’s something many marketers overlook: the person making the purchase isn’t always the one consuming the product.
A mother picking up fruit snacks isn’t buying them for herself—she’s thinking about what her kids will enjoy. A husband picking up oat milk may have no preference himself, but he knows that’s what his wife prefers in her morning coffee.
The shopper and the customer are often different people, and understanding this distinction is at the heart of effective shopper marketing. From a marketing perspective, this difference matters because the way you influence a customer versus a shopper is completely different.
| Shopper – The Buyer | Customer – The End User | |
|---|---|---|
| Who They Are | The person making the purchase | The person using the product |
| Primary Concern | Price, convenience, availability | Quality, satisfaction, brand trust |
| Decision Process | Influenced by promotions, ease of purchase, and discounts | Driven by personal needs, long-term benefits, and emotional connection |
| Marketing Focus | Promotions, in-store placement, digital coupons | Brand storytelling, product benefits, and loyalty programs |
When targeting customers, brands focus on long-term engagement—building emotional connections, emphasizing product benefits, and creating loyalty over time. This is why CPG brands invest heavily in storytelling, influencer marketing, and digital content that educates consumers about ingredients, sustainability, or health benefits.
But the shopper’s mindset is different. Shoppers are driven by convenience, price, promotions, and habit. Their decisions are often made in the moment—whether they’re standing in an aisle looking at two competing products or scrolling through a grocery app adding last-minute items to their cart. They may not be as emotionally invested in the product itself, but they care about how easy it is to find, whether it’s on sale, or if it’s bundled with something else they need.
This is where shopper marketing comes in. It’s not just about making people want a product—it’s about making sure they actually buy it.
Shopper marketing influences behavior at the point of decision-making, whether that’s in-store with strategic shelf placement and promotions, or online with targeted recommendations and digital coupons.
While consumer marketing builds brand preference over time, shopper marketing ensures that preference turns into real purchases.
Shopper Marketing vs. Retail Marketing: What’s the Difference?
In today’s omnichannel world, a shopper’s journey isn’t confined to a single store visit—it moves across digital ads, social media, e-commerce, and physical retail. Brands that rely on retail marketing only risk short-term wins without long-term growth, while brands that invest in shopper marketing are actively shaping behavior, leading to stronger brand loyalty and sustained sales.
| Shopper Marketing | Retail Marketing | |
| Focus | Influences purchase decisions at various touchpoints before and during shopping | Ensures products are visible and promoted at the point of sale |
| Goal | Drives consumer engagement, brand preference, and habitual purchasing | Maximizes immediate conversions and product visibility |
| Strategy | Uses personalized promotions, digital coupons, and targeted messaging | Relies on in-store placement, discounts, and retailer advertising |
| Scope | Extends across online research, social media, and e-commerce | Primarily targets shoppers already inside the store or on retailer sites |
| Outcome | Builds long-term loyalty and habitual buying behavior | Generates short-term sales and boosts product visibility |
Think about it this way: Retail marketing ensures that when someone is in a physical store (or a webstore), they notice and buy a product. It means that products are well-placed, promoted, and easy to find when a shopper is ready to make a decision.
This includes things like in-store promotions, featured placements on retailer websites, and digital ads within shopping apps. The goal is straightforward: convert shoppers into buyers as efficiently as possible.
On the other hand, shopper marketing ensures that long before they even enter the store (or visit an online retailer), they already know what they’re going to buy. It isn’t just about making the sale today—it’s about influencing the entire journey to purchase.
Shopper marketing works to change shopping behavior over time, ensuring that when a shopper feels the need for a product, they instinctively reach for the same brand again and again.
This is how brands create habitual buying behavior, where shoppers stop actively comparing options and instead choose their preferred product out of habit.
To truly win, CPG brands need to balance both approaches—using retail marketing to drive conversions today while leveraging shopper marketing to create lasting consumer habits that fuel growth for the future.
Why CPG Brands Need Shopper Marketing
Today’s consumers shop with a mix of convenience, price-consciousness, and brand values in mind. Whether browsing product reviews, comparing options on retailer apps, or discovering new items through social media, their journey to purchase is complex and nonlinear.
This is where shopper marketing shines. By stepping into the shopper’s shoes and following their journey, you can:
- Catch their attention early. Show up where they’re researching or discovering new products.
- Stay top of mind. Build familiarity so they think of your brand when they’re ready to buy.
- Drive loyalty. Create a connection that lasts beyond the first purchase by offering value, like sustainability practices, personalized experiences, or creative content (like recipes).
Shopper marketing isn’t just about boosting sales; it’s about crafting an experience that makes your brand their first choice—again and again.
While shopper marketing presents vast opportunities, it also comes with challenges—especially in an era of increasing competition and declining brand loyalty.
Challenges in CPG Shopper Marketing
The world of shopper marketing isn’t without its hurdles—especially for CPG companies. Today’s shoppers are more connected, savvy, and selective than ever before. Let’s break down two major challenges brands face and how to overcome them, along with real-world examples of how jetfuel.agency has helped clients tackle these obstacles.
1. The Fragmented Buyer Journey
Gone are the days when a shopper’s journey was simple and linear. Now, it’s a zigzag of digital and physical touchpoints. A customer might:
Discover your product in a recipe on Instagram. > Compare prices on Instacart. > Add it to their grocery list on a retailer’s app. > Finally, buy it in-store while grabbing a few other essentials.
Capturing and holding attention is harder than ever. But here’s the good news: it also offers multiple opportunities to engage customers if approached strategically.
- How jetfuel.agency Agency Solved This: Nuun Hydration, a leader in electrolyte supplements, faced the challenge of engaging shoppers across multiple digital platforms while ensuring product visibility in retail stores. By implementing a data-driven audience targeting strategy, refining paid media campaigns, and prioritizing high-performing placements on Facebook and Instagram, jetfuel.agency helped increase Nuun's ROAS by 212% and drove a 20% boost in top-line revenue. This approach ensured Nuun showed up where shoppers were researching and purchasing, bridging the gap between online discovery and in-store sales.
How to Navigate This Challenge:
- Be Everywhere They Are. Ensure your brand is present across key touchpoints, from social media ads to e-commerce platforms and delivery apps.
- Deliver Consistent Messaging. Whether online or in-store, your branding should reinforce the same story and value proposition.
- Leverage Data. Use customer insights to understand where they’re engaging with your brand the most and double down on those channels.
2. Decreased Brand Loyalty
Post-pandemic shoppers are more value-driven than ever, and loyalty is hard to come by. Many customers prioritize price, convenience, or specific product attributes (like sustainability) over sticking with one brand.
For CPG companies, this means the competition is fierce—not just against rival brands, but also private-label products that dominate store shelves.
- How jetfuel.agency Solved This: Bare Bones Broth, a pioneer in high-quality, nutritious bone broths, struggled with retaining customers in a highly competitive market. Jetfuel.agency implemented focused audience segmentation and personalized ad creatives, targeting health-conscious consumers with relevant messaging. By emphasizing the brand’s premium ingredients and health benefits, we drove a 285% increase in ROAS and a 410% growth in revenue over 12 months. This case illustrates the power of personalization in securing repeat purchases and long-term loyalty.
How to Combat This Challenge:
- Focus on Your Unique Value. Highlight what sets you apart, whether it’s better ingredients, eco-friendly packaging, or a compelling brand story.
- Personalize Their Experience. Customers respond to brands that “get” them. Offer tailored recommendations, exclusive offers, or recipes that suit their needs.
- Build Emotional Connections. Show that you care about more than just selling a product. Align with causes they value, like sustainability or health-conscious living.
To overcome these challenges and truly stand out, e-commerce brands need to master Retail Media Networks (RMNs)—the platforms that bridge the gap between online discovery and in-store success.
Retail Media Networks (RMNs): The Key to Reaching Shoppers at Critical Moments
Retail Media Networks (RMNs) are transforming shopper marketing by connecting brands with consumers at crucial points in their buying journey. To maximize their impact, brands need to understand the three main types of RMNs and how they function.
| RMN Type | Description | Audience | Best For |
| Retailer Dot Coms | Major retailer-owned e-commerce sites (e.g., Target, Walmart) | Price-conscious, retailer-loyal shoppers | High-traffic, high-intent buyers |
| Secondary Marketplaces | Aggregators like Instacart, Shipt, and DoorDash | Convenience-driven, last-minute shoppers | Impulse buys, quick delivery purchases |
| First-Party Marketplaces | Brand-owned platforms like Gopuff, Thrive Market | Younger, affluent, niche-seeking shoppers | Premium, personalized brand experiences |
1. Retailer Dot Coms
These online platforms are owned by major retailers, like Target.com, Costco.com or Walmart.com. These retailers purchase inventory from brands and take full control over pricing, promotions, and product visibility.
These platforms are ideal for reaching high-traffic, high-intent buyers who are actively searching for products and comparing prices before making a purchase. Sponsored placements, banner ads, and strategic product positioning help brands stand out in this highly competitive space.
2. Secondary Marketplaces
These are third-party platforms like Instacart, Shipt, or DoorDash. They don’t own inventory but instead provide a convenient way for consumers to shop across various stores in one place.
These platforms primarily serve convenience-driven shoppers who prioritize speed and accessibility. These consumers often make last-minute purchasing decisions, making digital coupons, featured listings, and bundle promotions effective strategies for brands. Secondary marketplaces are excellent for impulse purchases and product trial opportunities.
3. First-Party Marketplaces
These platforms, like Gopuff, Misfits Market or Thrive Market, are owned by brands or specialized retailers that sell directly to consumers. Unlike retailer dot coms, these platforms allow brands to maintain full control over pricing, inventory, and customer experience.
They cater to younger, more affluent, and adventurous shoppers who seek curated, premium, or niche products. These shoppers are more likely to value brand storytelling, sustainability, and unique product offerings. Brands that leverage first-party marketplaces can create stronger emotional connections with consumers through personalized promotions, subscription models, and exclusive deals.
Understanding these three pillars gives food and beverage brands a roadmap to navigate RMNs effectively. By leveraging the strengths of each platform, you can create a comprehensive strategy that captures attention, drives conversions, and builds loyalty.
Why Retail Media Networks Work for CPG Brands
Retail Media Networks (RMNs) help CPG brands connect with shoppers at crucial decision-making moments, making marketing efforts more effective and measurable. Here’s why RMNs are a game-changer:
- Targeted Reach: RMNs allow brands to engage shoppers based on real purchase intent, ensuring ads are shown to high-intent buyers rather than casual browsers.
- Increased Conversions: With prominent product placements, sponsored ads, and strategic promotions, brands can influence shoppers right before they make a purchase.
- Data-Driven Performance: Unlike traditional advertising, RMNs provide detailed insights on shopper behavior, helping brands optimize campaigns for maximum ROI.
- Omnichannel Impact: RMNs bridge the gap between online discovery and in-store purchases, making them an essential tool for brands navigating the modern, fragmented buyer journey.
By leveraging RMNs, CPG brands can enhance visibility, drive sales, and foster long-term customer loyalty with precision-driven marketing.
Conclusion: Master Shopper Marketing with Experts Who Deliver Results
Shopper marketing success isn’t just about visibility—it’s about executing the right strategies at the right time. Throughout this article, we’ve shown real-world examples of how an expert digital marketing agency has helped brands overcome key shopper marketing challenges and maximize their performance, from increasing ROAS and revenue growth to improving brand loyalty.
Ready to take a quick 5-question quiz about shopper marketing? Test your knowledge and retention in just two minutes.
At jetfuel.agency, we specialize in helping CPG and e-commerce brands maximize their shopper marketing potential. Our expertise in retail media networks, digital advertising, and data-driven marketing ensures that your brand stands out, engages shoppers, and drives conversions.
Now it’s time for your brand to take action. Our agency has helped leading CPG and e-commerce brands scale efficiently—your brand could be next.
Let’s craft a strategy that drives revenue and customer retention. Reach out to jetfuel.agency today and take your brand to the next level!
