CPG Food Manufactures Does Amazon Know More about your Customers than You Do?

Insights help food retailers focus on what consumers want and what they think is relevant or important at a specific point in time. According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® understanding what is relevant to consumers today is more important than knowing what you sold them last year.

Does your marketing messaging look more like 2009, 2019, or today?  Are you looking a customer ahead?  Amazon is clearly looking a customer ahead.  So, recently during its annual unBoxed advertising conference, Amazon launched a bevy of new advertising solutions, one of which will have a direct impact on food retail.

Importantly something called, Digital Signage Ads. They are a product that allows brands to run digital advertisements in physical store signage, allowing customers to view or engage with a brand in a physical environment at the time of purchase. Simply put real time relevance at the point of purchase.

So, the Amazon Ads product works through Amazon DSP, the company’s demand-side platform that allows brands to programmatically buy ads to reach audiences on and off Amazon. This marks the first-time brands can programmatically advertise within Amazon’s physical stores.

Now CPG brands have the opportunity to optimize campaigns via an impression report and sales lift analysis for Amazon Fresh stores. According to Amazon, this will allow customers to see a wider variety of ads that are more relevant, which will translate into more brand discoveries and an enhanced customer experience.

According to a video demonstration of the service: “Brands can plan their campaigns based on position in the store, location, nearby product categories and daypart. With Amazon Ads, you can leverage a variety of flight dates, budgets and bidding strategies.”

In case you did not know, Amazon launched its Store Analytics service in June in an effort to provide brands with aggregated and anonymized insights about the performance of their products, promotions and ad campaigns at Amazon Go and Amazon Fresh stores in the U.S. with either Just Walk Out technology or Amazon Dash Carts.

The data that brands receive from Store Analytics will never include details such as shoppers’ names, individual browsing data, or individual session details like the time of day they shopped or the store at which they shopped. Additionally, no video or images of shoppers will be shared with brands as part of the service. Is your brand relevant and top-of-mind at the point of purchase?

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter 

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