Shopping for packaged goods like toothpaste, soap, or chips isn’t that glamorous or exciting, but that doesn’t mean that CPG brands shouldn’t strive to offer a good consumer experience. As consumer behavior starts to shift from in-store foot traffic to online traffic, CPG brands need to be able to keep up if they want their products to remain top of mind for consumers (an already challenging feat for many brands). This is why it is so important for CPG brands to embrace mobile.
The Virtual Shopping Cart
Over the past year, we have seen foot traffic to grocery and convenience stores significantly decrease, and the downloads of mobile apps like Instacart, Shipt, Drizzly, and Walmart Grocery significantly increase. It is clear that the virtual shopping cart is becoming a more prominent channel than in-person shopping. Therefore, CPG brands need to learn how to grab consumer's attention through various third-party shopping apps or come out with a mobile experience of their own.
It’s What Your Competition is Doing
Another reason to embrace mobile? All of your competitors are starting to do it and you don’t want to be the last one to the party. We are seeing CPG brands start to come out with apps, using augmented reality to create Snapchat filters, QR codes that launch in-store mobile experiences, and so much more to try and capture consumers' attention on their mobile devices. So, if all your competitors are on mobile and your brand isn’t, how do you think that’s going to go? And if you don’t know where to start, look to see how other brands are succeeding on mobile.
Coca-Cola AppCoca-Cola has come out with its own app that consumers can use to access a variety of rewards, learn more about Coca-Cola products, and donate. In conjunction with the app, the beverage company also includes QR codes on some of their products that consumers can scan to unlock personalized rewards and mobile experiences. With this app, Coca-Cola is able to continue interacting with its consumers even after they walk away from the vending machine or leave the store. They are also creating more of an incentive for consumers to choose Coca-Cola products over Pepsi products because they can get discounts or even win prizes at local theaters and restaurants.
L’Oreal Virtual Makeover
L’Oreal is another great example of a CPG brand embracing mobile. The makeup brand has found ways to interact with consumers on mobile in more ways than just eCommerce. L’Oreal offers a “virtual makeover” feature that lets users try on different shades of makeup, from blush to lipstick to hair color, before purchasing the product. This way you can safely try on makeup before buying it without having to sample from products that have already been used. But L’Oreal didn’t stop there with their mobile experience. They also created AR filters that can be used over social media or video calls to make sure that you are always looking your best no matter where you are or what you’re doing.
Oral BOral B is helping consumers clean their teeth better with their app that shows you exactly what areas of your mouth you are missing when you brush your teeth. To access the app you have to buy an Oral B electric toothbrush, and then it will start giving you insights into your dental hygiene habits and even offer personalized coaching.
There are many more ways that you can get your brand present on mobile. You can offer mobile coupons through a third-party app, add QR codes to your products, or just optimize your website for mobile. And if you want to go big with a mobile app, you can create an app without code with a no-code app builder. The opportunities for CPG on mobile are endless!