How to Improve CPG Product Launch Success through Omnichannel Content Strategy

Everyone everywhere is a CPG consumer. Your target audience is huge, but so is the pool of competition fighting for consumer loyalty. When shoppers choose a CPG product or brand, they tend to stick with it long-term. Capturing audiences upon product launch is critical; the results of a product launch are usually an accurate predictor of long-term sales. 

Establishing a robust omnichannel content strategy forms the bedrock of successful CPG product launches. Brands leveraging an omnichannel content strategy can improve not only their product launches but also long-term revenue. Read on to learn how. 

Meet Consumers Where They Are with Omnichannel Content 

Omnichannel marketing blends physical and digital marketing to create seamless customer experiences across channels. CPG consumers research, shop and purchase through multiple channels and platforms, including online, in-store and mobile. Brands and retailers competing for their dollars must meet them where they are. 

All CPG retail is omnichannel. Winning brands understand this reality and create product launch campaigns accordingly. Meeting consumers where they are on the channels where they shop is critical to engaging early and often at launch. Shoppers who aren’t aware of your product can’t –– and won’t –– buy it. But when you create content that attracts, engages, informs and compels, and you distribute that content to relevant channels, you draw shoppers to your product and brand. 

Establishing a strong omnichannel presence is essential to win sales in this sector. An omnichannel content strategy ensures you engage with consumers on the platforms and avenues where they shop so you can most effectively guide them toward purchase. 

Key Features of a Successful CPG Product Launch 

CPG is among the most competitive retail categories. A successful product launch is critical to winning consumer loyalty for not only that item but also other product lines. Below, we highlight the key features of a successful CPG product launch and how to leverage your content to execute your campaign. 

1. Mapping the Customer Journey across All Touchpoints

Understanding audience preferences and shopping behaviors is the first step in building or improving an omnichannel content strategy. 

Analyze the complete customer journey, from initial awareness to purchase. Identify key touchpoints like social media, website, in-store displays and email marketing to tailor content for relevant channels and coordinate promotions to target shoppers through

• Social media campaigns (Instagram, TikTok, etc.)
• Influencer and brand partnerships
• Website and blog content (SEO-driven)
• Product detail pages on third-party retail sites 
• QR codes for expanded digital experiences
• Immersive AR and VR experiences that put consumers into the narrative of your brand and product 

Identifying and studying consumer behavior and content journeys helps brands create a unified message through cohesive, cross-platform content distribution. 

2. Conducting a Competitive Analysis 

Understanding how to launch a CPG product requires knowing what your competition is doing, their strategies and their position on the digital shelf.  

Competitive analysis research provides information regarding

• Where competitors get the most traffic
• Competitor pricing strategies
• Product performance
• Customer satisfaction and sentiment

Outdoing competing brands and retailers starts with data. E-commerce analytics tools empower you with competitor data, which helps guide your product launch (and subsequent content and marketing campaigns) and enables you to reach, engage and convert more consumers. 

3. Creating Consistent Content Across Channels  

Content is a central element of a successful CPG product launch. In the omnichannel space, your content is your product. Content quality, accuracy and consistency shape your success. Getting these elements right across every channel is the differentiator between brands that win and those that fall to the bottom of the digital shelf. 

Consistency is among the most underrated and overlooked elements of a content strategy. Omnichannel retail, by nature, has shoppers comparing products from multiple sites across various in-person and online platforms. Content consistency across physical and digital channels and materials is essential for building trust and informing shoppers. 

Competitive brands in the omnichannel space understand the importance of real-time content syndication. With tools like 1WorldSync’s content delivery solutions, you can syndicate rich product content to leading retailers like Walmart, Amazon and Costco. Every PDP contains the same up-to-date, accurate content, which you can edit in real time with a single click. 

4. Gather UGC with Product Sampling  

Social proof is the ultimate sales tool. Ratings and reviews influence purchase decisions more than any other factor, including price. Ninety-three percent of shoppers say ratings and reviews determine whether they purchase a product. User-generated content gives shoppers the honest, authentic feedback they seek when exploring CPG brands and products. 

Ratings, reviews and other UGC catalyze your product launches. But because a product is new, acquiring ratings and reviews can be a challenge. Product sampling helps brands generate fresh UGC that positions your products for a successful launch. 

Product sampling helps brands solicit and acquire reviews for products before they ever hit the shelves, providing conversion-driving content that enables you to sell more from the moment you launch. Establishing a solid product sampling program is key to seeing these results.  

PowerReviews product sampling programs generate an industry-best review submission rate of over 90% (this means that an average of more than nine consumer product ratings and reviews are generated for every 10 products you send). Some customers have even generated submission rates as high as 98 percent. Here are some stats: 

• PowerReviews sampling programs collect reviews with 10,000% more videos than other (non-sampling) review collection methods
• PowerReviews sampling-generated reviews are, on average, 29% longer than those generated by competing sampling programs
• PowerReviews sampling campaigns collect reviews with five times more video content than competitor sampling offerings
• PowerReviews sampling campaigns collect reviews with 3x more imagery content than competitor sampling offerings

After the campaign is complete, PowerReviews provides tools to help you analyze and understand the campaign’s performance (i.e., reviews generated, overall average rating, average review length, visual media generated, key themes identified, etc.) Our solutions identify key product themes in the review content gathered, such as key intelligence for understanding product performance and experience, how best to position, message, and market the product, and more. 

PowerReviews product sampling programs deliver a higher volume of better-quality reviews than any other platform. We’ve honed our processes to provide unbeatable ROI that saves you money as you increase sales at launch and beyond. 

Execute a Successful Product Launch with Omnichannel Content 

CPG brands must get product launches right. The outcome of the launch dictates not only the initial reception of a product but also long-term sales. From macro planning in customer mapping to prioritizing UGC in product sampling, successful brands understand the value of a robust omnichannel content strategy. 

1WorldSync and PowerReviews deliver the content solutions your business needs to come out on top. From establishing your presence on the digital shelf to creating and executing new product launches, we have the tools and platforms you need to make it happen. Connect with our team to learn more.