Case Study: How CPGs Can Conquer Shopper Marketing with a QR Toolkit

In today's rapidly evolving landscape, consumer packaged goods (CPG) companies are striving to adapt to the dynamic preferences of consumers. CPG marketers currently battle the challenge of escalating demand for seamless omni-channel shopping experiences. 

To win the race for customer acquisition, CPG brands must harmonize their offline and online strategies to create frictionless customer experiences that drive growth. One promising solution is strategically implementing digital solutions in our physical world. QR code technology acts as a front door to bring customers and share online information from offline experiences, such as on products or in stores.

Flowcode, an end-to-end unified platform, bridges the gap between offline consumers and digital experiences using QR technology as a gateway. With this direct to consumer platform, brands can better own and manage relationships with offline shoppers to build better retail experiences. Numerous leading CPG brands have successfully leveraged Flowcode, achieving average conversion rates of 63% — over 10x the industry standard. Here’s how you as a CPG marketer can drive the same results.

The convergence of shopper channels

In today’s market, catching consumers’ attention  in a saturated market of products and information can be tough. An even greater challenge is maintaining that attention long enough to get customers to convert.

While the pandemic steered shopper preferences disproportionately digital, the past twelve months have proven a pivotal shift. Customers are now relying on both offline and online channels to inform and transact their purchases, pushing CPGs to improve their solutions at a rapid pace in both directions. Let's take a closer look at this shift.

1. E-commerce convenience is the expectation

The COVID-19 pandemic led to shoppers disproportionately relying on online shopping. To remain competitive with direct-to-consumer (D2C) strategies, CPGs invested more in their digital shelves. 

Now, online shopping is as easy as a couple of clicks. Customers have become accustomed to the frictionless path to purchase, as well as the personalization touch points along the way. Brands know this too, and are investing more into the ecommerce experience. 

Most importantly, online shoppers have higher customer loyalty rates, which can largely be attributed to “recently purchased” quick add features, subscriptions, and other nudges, which capture customers' attention and reduce friction at pivotal moments.

2. Retail shopping still reigns supreme for CPGs

Even as digital experiences hold steady growth in popularity, retail shopping still remains dominant in the CPG vertical. In fact, nearly all consumers still shopped in-store for CPG items in the past 3 months. Offline marketing spend supports this too, as it’s growing steadily–even nearing pre-pandemic levels. There are many potential reasons for this trend, from the sensory experience to retail promotions and easy exchanges. 

The reality is that digital marketing investments bring more value when tied to in-store placement and out-of-home (OOH) marketing strategies. Since 93% of CPG marketers seek ways to engage customers during the middle to lower parts of the purchasing funnel, it’s important  for brands to unify digital and in-person interactions to meet consumer demand and remain relevant in a competitive landscape.

Given the competing priorities of improving in-store experience and serving online convenience to shoppers, CPGs are tasked with harnessing both channels to  convert consumers. Unified omnichannel experiences are a clear path to satisfying shoppers, and are now accessible with the advent of optimized QR code technology. Let's see how.

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Bridging the physical and digital divide with the power of QR technology

Flowcode's end-to-end conversion suite is a powerful solution for CPGs, driving significant results for top brands in the CPG category. More specifically, CPG brands win by applying Flowcode's unique QR code solution, which is an efficient way to bring hundreds of digital touchpoints to your customers from physical products and stores. Below are a few ways Flowcode has driven success for these brands:

Outcome #1: increasing engagement

It’s hard  to resist scanning an expertly designed and well-placed QR code. Since Flowcode enables activations across everything from billboards and stickers to connected television (CTV) ads, brands boost engagement via standout digital experiences. For instance, customers of one beauty CPG brand reported being 2.5X more likely to repurchase after exposure to the brand story. 

In fact, CPG marketers who have partnered with Flowcode report an average post-scan engagement rates of over 70%. Plus, these activations have been shown to increase engagement session lengths by nearly 25%, providing valuable brand-building relationships with customers.

Outcome #2: driving shopper acquisition

When it comes to the customer journey, consumers want the simplest path to purchase. Flowcode’s frictionless scan experience delivers customers to any digital destination — an app, your e-commerce website, or other informational product channels. This experience makes conversions significantly more efficient than on other channels. 

Need proof? On average, CPG brand engagements with Flowcode convert 63% of audiences, which is significantly higher than the average conversion rates for standard ecommerce channels (3%) and Google ads (9%). By adopting QR technology for offline marketing, Flowcode powers more effective conversions by seamlessly uniting brands' digital and physical interactions at high-intent moments.

In order to win over today's customers, brands must think beyond investing in traditional channels to grow. Flowcode's CPG partners effectively meet customers where they are and drive immediate results with effective brand engagements and real-time conversions.

The challenge of juggling both offline and online experiences can create a huge competition for time and resources for CPGs. To meet changing consumer demands, finding a solution that bridges offline and online investments is essential and pivotal. Harness QR technology to unify your channels in a way that works for consumers and your business.

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