E-commerce is growing fast, and even though 90% of CPG sales still happen offline, Shopify offers tools to help brands stand out online. This article covers 7 actionable strategies to boost sales, improve customer retention, and grow your online presence:
- Use Customer Data for Personalization: Segment audiences and tailor marketing for better conversions.
- Optimize Mobile Shopping: Ensure fast loading, simple navigation, and smooth checkouts.
- Set Up Product Subscriptions: Create recurring revenue with refill, trial, or membership plans.
- Connect Social Media to Sales: Use Shopify integrations to drive traffic and conversions.
- Write Better Product Descriptions: Focus on benefits, keywords, and clear answers to common questions.
- Start a Customer Rewards Program: Build loyalty with discounts, points, or exclusive perks.
- Sell Through Multiple Channels: Expand to platforms like Instagram, Amazon, and offline stores.
These steps help tackle key challenges like competition, customer retention, and visibility. Use Shopify’s tools like analytics, subscriptions, and multi-channel sales to drive growth.
Let’s dive into each strategy!
Crafting a Solid Marketing Plan for Shopify Stores
1. Use Customer Data for Personalization
Personalization begins with understanding your customers, and that means working with strong, reliable data. Shopify provides tools that help CPG brands craft customized shopping experiences, increasing conversions and building long-term customer loyalty.
A great example of this is AB InBev‘s use of a Customer Data Platform (CDP):
"At AB InBev, we take a global approach to direct-to-consumer marketing and need to ensure that we are not duplicating marketing efforts across our many brands. The Treasure Data CDP has enabled us to securely unify our customer data and build complete profiles."
Shopify’s tools allow brands to segment audiences effectively by using data enrichment to gain insights into customer behavior. This data can be broken down into three main categories:
| Data Category | Insights Provided | Marketing Application |
|---|---|---|
| Demographics | Who your customers are | Targeted product offerings |
| Shopping Behavior | What they purchase | Personalized recommendations |
| Customer Preferences | What they enjoy | Customized marketing messages |
For example, Kirin used data from 4 million customer profiles, integrating both online and offline sources, to create personalized campaigns that boosted sales significantly.
Here’s how to make personalization work for your Shopify store:
- Unify your data: Bring together information from all customer interactions, then segment it based on behaviors and preferences.
- Automate recommendations: Use Shopify’s AI tools to suggest products tailored to individual customers.
Once you’ve built personalized experiences, make sure your mobile shopping experience is smooth and engaging so customers can connect with your brand anytime, anywhere.
2. Build Better Mobile Shopping
Mobile shopping is more important than ever for CPG brands on Shopify. With so many consumers shopping on their phones, creating a smooth mobile experience can directly affect your sales and customer satisfaction.
Here are three critical elements for a great mobile shopping experience:
| Element | Purpose | Tips for Implementation |
|---|---|---|
| Speed | Keeps users from leaving | Compress images, clean up code |
| Navigation | Makes browsing easier | Use simple menus, clear labels |
| Checkout | Boosts conversions | Offer one-page checkout, save payment details |
To build trust, include secure payment badges, customer reviews, and an easy-to-find return policy. These small details can reassure shoppers and encourage them to complete their purchases [2].
Take advantage of mobile-specific features like push notifications, exclusive deals, and in-app promotions to keep customers engaged. Ensure your product listings load quickly, include high-quality images, and feature clear, scannable descriptions that highlight the most important details upfront [2].
Simplify your mobile store’s layout to mimic the ease of in-store shopping. Use Shopify’s analytics tools to monitor mobile metrics like conversion rates and average order value, so you can fine-tune your approach [2].
Once your mobile shopping experience is running smoothly, think about adding product subscriptions to keep customers coming back and increase their lifetime value.
3. Set Up Product Subscriptions
Subscriptions are a reliable way to generate consistent revenue while building stronger customer relationships. With digital grocery sales expected to grow by 17.4% in 2024 [3], subscription programs are becoming an essential strategy for CPG brands. Shopify offers several subscription apps that make it simple to set up and manage these programs.
There are three main subscription models: trial (55%), refill (32%), and membership (13%). Each serves a specific purpose, from helping customers discover new products to ensuring regular purchases or offering exclusive perks.
Shopify apps like Appstle (custom shipping), Seal (auto-charge), and Smartrr (customer portal) help streamline the subscription process. A great example is Dollar Shave Club, which transformed its industry by offering fully customizable delivery schedules [4].
To make your subscription program successful, consider these tips:
- Provide flexible delivery options.
- Offer discounts (10-15%) to encourage sign-ups.
- Allow customers to easily modify or cancel their plans.
Clear policies and customer-friendly features go a long way in building trust and keeping customers engaged.
Track key metrics like subscription sign-up rates (the industry average is 65% for replenishment products) and customer retention [5]. These insights will help you fine-tune your offerings and improve customer satisfaction.
Once your subscription system is in place, the next move is tying your social media efforts directly to your sales strategy.
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4. Connect Social Media to Sales
Integrating social media with your sales strategy is a game-changer for CPG brands in the digital space. Shopify makes this easier with built-in tools for major social platforms. These tools let you share products, track campaigns, manage inventory, and monitor conversions – all in one place.
Using social media effectively can increase your brand’s visibility and boost conversions, tackling two of the biggest challenges in online retail.
Create Content That Drives Action
To stand out, focus on content that resonates with your audience. This could include:
- Lifestyle photos featuring your products
- Genuine customer reviews
- Behind-the-scenes looks at your brand
- Educational posts that solve customer problems
Measure What Matters
Use Shopify Analytics and social platform insights to track key metrics:
- Engagement rates on your posts
- Click-through rates from social content
- Conversion rates from social media traffic
- Revenue generated through social channels
Encourage customers to share their experiences with your products. User-generated content adds credibility and can drive sales, especially when paired with influencer collaborations [1][6].
Once your social media efforts start bringing in traffic, make sure your product descriptions are ready to turn visitors into buyers.
5. Write Better Product Descriptions
Your product descriptions can make a huge difference in your CPG sales on Shopify. Clear and engaging descriptions help customers understand your products and feel confident about buying them.
Turn Features into Benefits
Show customers how your product features make their lives better. For example, instead of just saying "organic snacks", explain that they provide steady energy to support a healthy lifestyle.
Make It Easy to Read
Organize your descriptions into sections: start with an attention-grabbing intro, then highlight key features, explain the benefits, and include social proof like certifications or awards.
Use Keywords Strategically
Incorporate the keywords your customers are searching for. This helps your products show up in search results and increases the chances of a sale. Use terms that align with how people naturally search for products in your niche.
Address Common Questions
Think about the questions your customers might have – like how to use the product, whether it contains allergens, or shipping details. Answering these upfront builds trust and reduces the need for follow-up inquiries.
Write Simply and Clearly
Stick to straightforward language with short paragraphs and clear headings. Avoid unnecessary jargon unless absolutely needed, and make sure your descriptions are easy to read on any device.
Keep Improving
Regularly update your descriptions based on customer feedback and performance data. Pay attention to conversion rates and tweak your content to make it work even better.
Well-written descriptions do more than just sell – they help build trust and loyalty by addressing customer needs. Once you’ve nailed your product descriptions, focus on keeping customers coming back with a great rewards program.
6. Start a Customer Rewards Program
A rewards program can be a game-changer for your CPG brand on Shopify. When customers feel appreciated, they’re more likely to return and even spread the word about your brand.
Keep It Simple and Clear
Design your program with easy-to-follow rules and benefits. Overly complicated systems – like confusing point structures – can turn customers away. Instead, focus on rewards that align with your products, such as:
- Discounts based on purchase volume
- Free products after reaching specific spending milestones
- Early access to upcoming product launches
- Exclusive member-only product options
Personalize Your Program
Use customer data (as discussed in Section 1) to create rewards that feel tailored. Tracking purchase habits allows you to offer incentives that resonate. For example, Anheuser-Busch InBev [5] used this approach to deliver rewards like:
- Timed offers based on buying patterns
- Incentives tied to specific products
- Rewards triggered by customer behavior
- Promotions aimed at targeted segments
Make Rewards Relevant
For consumable goods, a straightforward program – like "buy 10, get 1 free" – can encourage repeat purchases. Kirin saw strong results with this strategy, using customer data to drive sales growth [5].
Program Management and Communication
Track key metrics like repeat purchase rates, average order value, and redemption rates to measure your program’s performance. Keep customers engaged by promoting the program through:
- Emails showing point balances
- App notifications about new rewards
- Clear progress tracking tools
- Offers personalized to their shopping history
Shopify’s built-in tools and integrations make managing a rewards program much easier, so you can focus on delivering value to your customers. Pairing your rewards program with a subscription service could further boost retention and increase customer lifetime value.
Once your rewards program is up and running, you can shift your focus to expanding your sales across more channels.
7. Sell Through Multiple Channels
Reaching customers through various sales channels while keeping Shopify as your central hub can help grow your CPG brand’s revenue.
Build a Multi-Channel Sales Framework
Shopify makes it easy to sell across platforms like Facebook, Instagram, and Amazon. Its integrations let you manage inventory and orders from a single dashboard, saving time and reducing errors.
Balance Online and Offline Efforts
Although e-commerce is booming, 90% of CPG purchases still happen in physical stores [1]. Combine online strategies with offline efforts, such as partnering with local retailers or securing shelf space. At the same time, take advantage of online tools like shoppable posts and competitive pricing on marketplaces and social platforms.
Unify Customer Data
Bringing together customer data from all channels helps you create personalized campaigns and better understand shopping behavior. This unified approach ensures you can fine-tune marketing and improve sales across every touchpoint.
Optimize Operations
Use Shopify’s features to centralize inventory management, standardize pricing, and streamline fulfillment. This keeps your operations running smoothly across all channels.
Track Channel Performance
Keep an eye on these metrics to refine your strategy:
- Revenue by channel
- Cost of acquiring new customers
- Order fulfillment rates
- Customer retention rates
Keep Your Brand Consistent
Make sure your brand feels the same everywhere – whether online or offline. Align your voice, visuals, and product quality across channels. While content should fit the platform, your messaging and pricing should stay consistent.
Conclusion
Marketing CPG products on Shopify requires a focused, data-driven strategy. The approaches outlined here provide effective ways to boost your brand’s online presence and achieve long-term growth.
To get the most out of Shopify, keep these steps in mind:
- Build a Strong Data Foundation: Set up reliable systems for collecting and analyzing customer data. For example, Kirin analyzed over 4 million customer profiles, which helped them create personalized campaigns and boost sales in their concept shops [5].
- Prioritize Mobile Optimization: With mobile commerce on the rise, ensure your Shopify store offers a seamless experience for mobile shoppers [8].
- Adopt a Phased Integration Plan: Instead of tackling everything at once, take a step-by-step approach:
| Timeline | Focus Area | Key Actions |
|---|---|---|
| Month 1-2 | Foundation | Set up analytics and optimize for mobile |
| Month 3-4 | Engagement | Launch personalized campaigns and rewards |
| Month 5-6 | Expansion | Roll out multi-channel and subscription plans |
This timeline allows for steady progress and the flexibility to tweak strategies based on performance data.
Success in CPG e-commerce isn’t static – it demands ongoing tracking and adjustments. Use Shopify’s analytics tools, along with third-party platforms, to monitor results and refine your approach.
Looking ahead, AI-driven personalization and omnichannel strategies will play a major role in shaping the future of CPG marketing [2][7]. Focus on the strategies that best fit your goals and capabilities to start seeing results now.
