Why Commerce Marketing Matters

Classically trained marketers are excellent at creating a brand and a whole world for that brand to live in. From creating a visual identity, defining a purpose, understanding your consumer and even putting the brand into the metaverse, creating a brand has a unique and critical path. In a world of choices, having a strong and trusted brand can be the difference between making and not making a sale.

But guess what? Shoppers may not care. At all.

Because when they are in shopping mode, they are functionally driven to complete their mission. Most shoppers know that they are typically paying a premium for a branded product over a private label product. So, the calculus they are doing at the shelf is assessing if the extra money is worth it just to have the brand name.

And the results are mixed. 1 out of every 5 food or non-food grocery products sold in all outlets (U.S) is a store brand. And store brands continue to grow and gain share, while brands are losing share (source: plma).  

So what does that mean? 

It means that it is essential to create a full-funnel brand plan including a tight focus on retail and how best to position your brand to be selected at the digital or physical shelf.  

Do you know how best to work with your retail partners for maximum brand exposure? Do you have a plan for ensuring your brand shines in that critical moment of truth? And, do you know how to do that without compromising your hard-built brand equity?

If you are grappling with the question of how to create the best commerce plans to get your brand purchased, we can help. We would love to hear from you and understand what business problems you are trying to solve and share what a thoughtful commerce plan can do for your business.