Digital Marketing for Retail Brands

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

shifting how we viewed digital took chubbies from an 8-figure, negative-profit ecommerce store to a 9-figure, profitable omnichannel brand as a digital-first brand believing DTC was the future, this was a tectonic shift we wish we realized it sooner...would have saved many a sleepless night so you don’t make the same mistakes we did, here’s 1) the mistakes 2) 3 lessons 3) 3 actions you can take today let's do it *the mistakes* at chubbies we built our ecommerce business to 8 figures of revenue before we really understood the role of digital for consumer brands for the first few years, we were fully bought into the ecommerce revolution we thought the role of digital was to offer a convenient place to purchase items you love without the hassle of going to a retail store we thought online retailers were competitors we wanted to own the transaction for brand control and support our ability to measure LTV: CAC since DR, discounts, ROAS and revenue mattered most at the time then we almost went out of business *3 lessons* 1) digital is not for transactions, it's for connections as we deconstructed our business to find scalable profitable growth, we realized the internet’s true value to brands it was not just a vehicle for transactions the value of the internet to consumer brands was that the internet had become the house of brand the internet became where consumers connect with brands across social networks, mailing lists, websites, etc the internet was the place consumers share their thoughts and emotions towards brands freely and openly in a way that billions of people could consume the internet was where consumers learned about their favorite brands, diving into the story and purpose our realization was that this basket of digital behaviors towards our brand was our brand 2) the best way to see the impact of brand was by being omnichannel truth be told, we couldn't make brand work the way we needed it to when DTC only only later did we learn that the measurable impact of "brand marketing" was far higher when we started to be available more broadly in retail compared to being DTC only ...but we had to get into retail (and show up the way we wanted) to make this possible 3) leaning into number 1 ALSO generated the retail demand that made number 2 possible (something we didn't fully realize the value of at the time) *3 actions you can take today* 1) take a hard look at the assumptions driving your view of digital DTC are they still correct? do they need to be reassessed? given where you are as a brand, what's the right strategic view for YOU 2) if the connection vs transaction view resonates, vet your internal capabilities to see if they match what's needed to build those connections put simply, do you have an internal content machine? 3) broaden the definition of 'customer' add the retail buyer into your filter when thinking about how to maximize desire for your brand hope this helps 

If your story doesn't hit in the first 5 seconds It's Over You don’t get minutes to earn attention anymore. You get moments. That’s why the best ads today don’t start by selling. They start by storytelling, fast. Take this campaign: It opens like a zombie thriller. Not a product demo. Not a stat dump. Not a polished brand shot. But a story that grabs your brain before it even knows what it's watching. So why does it work so well? 📌 It uses genre to create instant tension Within seconds, we’re in a world. It’s not just an ad, it’s a scene. A story. One you can’t look away from. 📌 It anchors emotion before explanation We feel before we understand. That’s what powerful stories do 📌 It educates through narrative By the time we realize the message (synthetic materials take 200+ years to decompose), we’re already emotionally invested. 📌 It aligns cause with creativity This isn’t preachy. It’s precise. The storytelling is the message. The product is the punchline. Want to build content that hits like this? Here’s a storytelling framework to try: 1️⃣ Hook with conflict Every good story starts with tension. Show us something broken, scary, or just plain weird. Make us lean in. 2️⃣ Introduce transformation What changes? What insight or solution comes next? Keep us moving through the arc. 3️⃣ Reveal your message last Don’t start with “what”, start with “why care.” Let the product or idea emerge from the emotion. 4️⃣ Make it feel cinematic Use sound, visuals, pacing, not to show off, but to bring your audience into the moment. 5️⃣ Keep it short, sharp, and story-first We’re in the TikTok era. But attention spans haven’t died, they’ve just gotten pickier. Stories still win. Always. The best storytelling doesn’t sell the product. It sells the belief behind the product. And if you want your brand to rise above the noise Stop pitching. Start telling better stories. #storytelling #branding #sellwithstories #marketingtips I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. Try my other course on LinkedIn Learning: https://lnkd.in/gTh8R5Mc 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

Building a Brand in the Digital Age: Key Strategies for Startups 🚀 Hi everyone! Ankita here, sharing some essential branding strategies for startups navigating our digital-first world. In today's crowded space, strong branding isn’t just an asset—it’s crucial for standing out, building trust, and driving growth. Why Branding Matters In a world flooded with options, effective branding helps your startup connect, build loyalty, and grow. Here’s how: 🌟Craft Your Brand Story A compelling story makes a lasting emotional connection with your audience. Brands with strong narratives see increased loyalty. Tip: Share behind-the-scenes moments and customer testimonials. 🌟Use Data-Driven Marketing Data insights let you understand your audience better, boosting effectiveness. Companies using customer data can increase profitability by 10-15%. Tip: Utilize tools like Google Analytics to tailor your strategies. 🌟Invest in Visual Branding Consistent branding enhances recognition. Professional visuals, from logos to websites, are essential. Tip: Create a style guide for colors, fonts, and elements. 🌟Embrace Social Responsibility Consumers lean toward brands that share their values. Aligning with social causes can drive loyalty. Tip: Be transparent about eco-friendly practices on your platforms. 🌟Leverage User-Generated Content (UGC) Encourage customers to share experiences with your brand, boosting authenticity and engagement. Tip: Use branded hashtags and UGC campaigns. 🌟Optimize for SEO Strong SEO improves visibility, especially as 75% of users don’t scroll past the first page of search results. Tip: Integrate relevant keywords into your content. 🌟Engage Actively with Your Audience Building a community requires real interaction. Responding to comments fosters trust. Tip: Use polls, Q&As, and live chats to connect and gather feedback. 🌟Monitor Brand Health Tracking metrics like awareness and loyalty helps inform growth strategies. Tip: Use surveys and brand tools to keep tabs on audience perception. 🌟Moving Forward Digital tools give startups unique branding opportunities. By focusing on these strategies, we can build brands that connect, engage, and thrive in today’s landscape. Let’s share ideas on enhancing our branding in this digital age! 💡 #StartupBranding #DigitalMarketing #BrandingEssentials

Brands, we need to talk about the “try our product for free, post about it, and here’s your affiliate link” approach. For creators, this can feel like a one-sided deal. Testing a product, creating thoughtful content, and sharing it with an audience we’ve worked to build involves effort. When the ask is for a free review in exchange for a commission-only affiliate link, it’s one of the quickest ways to get a “no, thank you.” If you’re genuinely interested in partnering with creators, consider approaching things a little differently: 📌 Instead of diving straight into commission details, start by asking if we’re genuinely interested in the product. Have you seen us use it before? What sets you apart from competitor products we already share? Taking the time to connect and do a little research shows you see us as partners — not just promoters. 📌 Real partnerships go way beyond just free products and affiliate links. Compensating creators shows you truly value the time, effort, and expertise they invest in creating engaging content. Expecting a quick product review with deliverables but without any pay? That’s a full campaign, not just an affiliate opportunity. 📌 Focus on genuine connection — it goes a long way. Offering products without expectations builds a foundation for authentic relationships and can lead to rewarding partnerships. Sometimes, that means hopping on a call to understand how your brand fits into a creator’s content calendar. Bottom line? Be mindful in your initial outreach. The creator-brand relationship should be built on respect and mutual value. Lean into creating partnerships that feel like a win-win for everyone involved. #creators #brandpartnerships #influencermarketing 

Want to see brand storytelling done right? Etsy’s 20th anniversary "What it Takes"  campaign reminds us that being original, human-centric, and true to your values builds trust *and* stands out. Let's break it down... Devoid of traditional (and expected) branded flair, the campaign shifts attention to the creators—the users—and what it takes to produce the one-of-a-kind items that fill the marketplace. Instead of focusing on the highly-visual products, this quiet tribute celebrates the power of originally, the need for human connection, and the richness of craft through telling the stories of three makers. As Etsy CMO Brad Minor put it, this is about “celebrating originality” in a world that often prioritizes convenience. I often advise that content should educate, inspire, or entertain. This hits all three. Through a mix of in-person events, social video, and UGC, the campaign (by Orchard) successfully humanizes an otherwise intangible online space. In a great breakdown for DesignRush, Roberto Orosa surfaces three key lessons: 1. As mass production and AI-generated products grow more common, shoppers are increasingly drawn to brands that feel human and handmade. 2. By showing the hard work behind creativity, the platform shifts the narrative from product to process. 3. It’s one of the cleanest examples of how brand storytelling can focus not on what’s being sold, but on why it matters. 🌟 Takeaway: As trust becomes the biggest currency in brand-building, stories about your people, your purpose, and your process ensure you’ll never run out of original ideas. See the Etsy “What it Takes” campaign in action: https://lnkd.in/gSE4HYJ2 Full article via DesignRush: https://lnkd.in/gmFTzYDz Video credit: https://lnkd.in/g4rtY_cw

One of the biggest takeaways I spotted from Intuit Mailchimp’s analysis of the 2024 holiday shopping season is that the new year is ripe with new opportunities to drive loyalty. Here’s why → 64% of orders from Mailchimp customers with connected stores came from new customers during Cyber Weekend 2024. That's a huge opportunity to grow your loyal customer base! And research we produced with Canvas8 tells us that the best kept secret to driving loyalty is actually grounded in science. Our Loyalty Wheel reveals 4 key drivers of loyalty: 1. Reward: Our brains love rewards. Create a sense of reciprocity by offering exclusive deals, personalized discounts, or early access to new products. 2. Memory: Make it easy for customers to remember (and repeat!) positive experiences with your brand. Design a frictionless customer journey, offer subscriptions for frequently purchased items, and send well-timed reminders. 3. Emotion: Foster an emotional connection that goes beyond transactional exchanges. Align your brand with causes your customers care about, share authentic stories, and build a sense of community. 4. Social Interaction: Encourage customers to share their love for your brand with friends and family. Create opportunities for user-generated content, run refer-a-friend programs, or host exclusive events. And here's how to put it all into action: 🎉 Surprise and delight: Gift your customers with unexpected rewards. And just not generic discounts. Offer exclusive experiences or partner with like-minded brands to create unique offers. 🛝 Streamline every touchpoint: Remove friction in the customer journey with automation. From browsing to purchasing to post-purchase support, make it easy and enjoyable to do business with your brand. 🎯 Prioritize personalization: Craft your messaging and build authentic connections. Use data and AI analysis to understand your customers' values and preferences and use those insights to create content that resonates. 🤗 Give VIP treatment: Make your customers feel like VIPs. Give them early access to new products, invite them to exclusive events, or feature them on your social media channels. Download Mailchimp and Canvas8’s The Science of Loyalty and The Strategic Loyalty Playbook for a deep dive into the science, complete with actionable strategies and inspiring examples: https://bit.ly/49FJayO Make 2025 the year of the loyal customer. You got this.

Increasing competition and price-conscious consumers are driving the need for effective joint business planning to optimize advertising budgets and drive success. 📊 Both brands and retailers emphasize the importance of data sharing to understand shopper behavior and improve strategies, with finance and supply chain playing critical roles. 💸 Budget Fluidity: Brands often struggle with unclear budget allocations for retail media and JBP efforts, needing a holistic strategy across trade, shopper, and brand spend. 📌 Have a collective conversation with all budget owners to develop a flexible budget strategy. 🧩 Role Clarity: Both brands and retailers find it challenging to identify and involve the right functions in JBP conversations, leading to misalignment. 📌Start early, define roles clearly, and ensure all relevant functions are up to speed on the broader strategy. 📉 Data Standardization and Sharing: Different measurement standards and reluctance to share data create difficulties in understanding ROI and building cohesive strategies. 📌 Leverage industry standards like those from the IAB, and ensure transparent data sharing between brands and retailers to enhance collaboration 🤝 Misalignment between Merchant and #RetailMedia teams: Internal alignment between merchandising and retail media is often cited as a pain point, with merchants needing to see the value of retail media. 📌 Connect with the merchandising team to showcase the benefits of retail media for growing merchant metrics like sales and margin. Retail media teams should align with merchants around goals and tactics to help reach those goals . Download The Digital Shelf Institute and Microsoft report “Joint Business Planning (JBP) Between Retailers and Brands: Effective Optimization Strategies for Collaborative Growth” https://lnkd.in/eKXKuP9H

I analyzed 100+ loyalty programs in the last 30 days. Most brands still run loyalty like it’s 2009: Earn points, get a discount, repeat. The top 10%? They’re using loyalty to change behavior- not just reward it. If I were Head of Loyalty at a $10B+ brand today, here’s exactly what I’d do to build a program that drives LTV, repeat purchases, and real retention: 1. Stop Giving Away Loyalty - Make Them Pay for It Costco, RH, Barnes & Noble. When customers pay upfront, they buy in - literally and psychologically. Forget free points. Paid memberships = commitment, retention, higher LTV and emotional sunk cost. 2. Make Loyalty Required, Not Optional - Integrate Directly into Payments Starbucks preloads!!! When rewards are embedded in how people pay, behavior shifts faster, and for longer. This is probably the biggest opportunity in loyalty right now. 3. Forget Delayed Points - Instant Gratification is More Important Immediate dopamine beats theoretical future savings. Slow accumulation = slow engagement. Instant offers = repeat behavior. The 2nd purchase matters more than the 10th. 4. Make Loyalty Emotional, Not Transactional REI, North Face, Sephora. Customers want to belong, not just save. Identity, community, and shared values are outperforming cashbacks and discounts in driving long-term loyalty. Loyalty isn’t just a discount strategy, it’s a brand strategy. 5. Invest in Status + Experiences, not Generic Perks This isn't just theory – with companies like Rapha and Lululemon offering loyalty members exclusive product drops, community events and behind-the-scenes experiences. Lean into waitlists and exclusive product drops. Less financial. More status + psychological “being in the club.” 6. Reward Engagement, Not Just Transactions MoxieLash, Pacifica, Lucy & Yak. UGC. Reviews. Referrals. Loyalty now means participation. The modern flywheel starts before checkout - and lasts far beyond it. ~~ Bottom line? If your loyalty program is still playing a game from 15 years ago, your customers are going to find better options. Today, the best brands in 2025 aren’t just rewarding loyalty- they're engineering it. PS: We analyzed 100+ programs across QSR, retail, travel, and fintech. Next week I’ll share the Top 30 loyalty programs leading the way. Stay tuned🙏