In 2025, the CPG (Consumer Packaged Goods) and retail landscape is evolving faster than ever. With changing consumer behavior, technological advancements, and a greater emphasis on sustainability and personalization, CPG brands must leverage modern marketing techniques to succeed when selling to large retailers such as Amazon, Walmart, Sam's Club, Target, Kroger, King Supers, Aldi's, Walgreens, Dollar General, and more! Getting your brand noticed is one thing, but maintaining its presence in stores (and online) requires a strategic, tech-savvy, and customer-first marketing approach.
If you're looking to succeed in the competitive retail marketing world, here are the key modern marketing techniques that will help position your CPG brand as a leader when selling to major retailers.
1. Embrace Omnichannel Marketing
Today’s consumers are more connected than ever and expect a seamless experience across all touchpoints, whether online, in-store, or via mobile. Adopting an omnichannel marketing strategy is essential to staying relevant and top of mind.
- In-Store and Online Synergy: Ensure that your product packaging, messaging, and promotions are consistent across all channels, from physical shelves at Walmart to their online store and mobile app. Use Walmart’s website to offer personalized recommendations based on consumer behavior.
- Digital Ads: Invest in digital advertising across social media platforms, Walmart’s own advertising network Walmart Connect, Amazon, Google Ads, and beyond. Targeting shoppers who are likely to buy your products both online and in-store ensures that your brand remains visible at every point of the purchase journey.
- Curbside Pickup & Delivery Integration: Retailers such as Walmart have heavily invested in curbside pickup and home delivery. Partnering with these kinds of services to optimize your product’s availability for these options will create a more convenient shopping experience for consumers and will elevate your chances of success.
2. Leverage Data-Driven Marketing
Data is the backbone of modern marketing. Why? Because data will tell you stories about how your brand is performing. Most large retailers have access and depend on enormous amounts of data to drive decisions. Utilizing advanced data analytics helps you predict consumer behavior, optimize pricing strategies, and improve product placement.
- Consumer Behavior Insights: Analyzing purchasing patterns, browsing habits, and search behavior can guide you in tailoring your products and marketing campaigns. This allows you to align with what Walmart shoppers want, when they want it, and how they want it.
- Dynamic Pricing: With data analytics, you can track your competitors’ prices in real-time and adjust your pricing accordingly. Pricing strategy is highly competitive, and brands that offer the best value, coupled with data-backed pricing decisions, will have an edge.
- Targeted Campaigns: Using data and your own insights to create targeted campaigns for specific segments of consumers. For example, if health-conscious shoppers are frequent buyers of your product, create a campaign tailored to their values, highlighting the nutritional benefits or organic ingredients.
3. Use Influencer, Video, and Social Media Marketing
Influencers are becoming increasingly influential in shaping purchasing decisions, especially for younger demographics who lean heavily on digital and social platforms. Social media platforms such as Instagram, TikTok, and YouTube are critical in driving consumer interest. For CPG brands aiming to sell to retailers like Walmart, building a strong influencer and social media marketing presence is key.
- Micro-Influencers: Collaborating with micro-influencers can help create authentic brand experiences. These influencers typically have loyal, niche followings that can drive specific consumer segments to your product.
- User-Generated Content (UGC): Encourage your customers to create content around your product. UGC provides social proof in less salesy way and helps build trust. Showcasing real-life uses of your products across your social platforms can build credibility and brand loyalty.
- Social Shopping: With the rise of social commerce, integrating your product listings with social media platforms can directly drive sales. Using shoppable Instagram posts or TikTok videos that lead consumers straight to your online store will increase both brand engagement and sales.
- Video Marketing: Whether it is heavy production or cell-phone footage, video marketing is how most consumers are informed about new products and sales. Building reels, short educational videos, entertainment content, and other social video strategies into your brand will help you acquire new customers and drive sales online.
4. Incorporate Personalization and AI
Personalization has become a key driver of consumer satisfaction and loyalty. Consumers now expect tailored experiences that speak directly to their preferences. Leveraging Artificial Intelligence (AI) and machine learning is crucial in delivering these personalized experiences.
- Product Recommendations: Many retailer's e-commerce platforms allow for personalized product recommendations based on past shopping behavior. For your brand, making sure your product page is optimized with AI-driven recommendation engines that suggest similar items to shoppers can significantly boost your sales.
- Customized Offers and Promotions: Use AI to segment your customer base and create customized discounts, offers, and promotions that resonate with each group. For example, if your product is popular with a certain age group or demographic, create exclusive deals or promotions that cater to them.
- Chatbots and Virtual Assistants: Leveraging chatbots on your website or Walmart’s platform can answer consumer questions in real-time, provide product information, and even help with the purchase process. AI-powered customer support tools make your brand more approachable and consumer-friendly.
5. Focus on Sustainability Marketing
In 2025, sustainability isn't just a buzzword—it’s a necessity. Consumers are increasingly choosing products based on how sustainable and ethical a brand is. If you want to thrive in stores, your brand needs to clearly communicate its commitment to sustainability, both in production and through your marketing efforts.
- Eco-Friendly Packaging: Make sure your products are packaged using sustainable materials. Highlight these eco-friendly attributes in your marketing campaigns, both online and in stores. Consumers are more likely to choose your product over a competitor's if they know you are environmentally conscious.
- Transparency and Ethical Sourcing: Transparency is key. Consumers demand to know where products are sourced from and how they are produced. Demonstrating ethical practices such as fair labor practices and responsible sourcing of raw materials can set your brand apart.
- Green Certifications and Labels: Work to achieve green certifications and prominently display those on your packaging and marketing materials. Walmart has sustainability goals of its own, and aligning your brand with these objectives will make your product more attractive to eco-conscious shoppers.
6. Utilize Interactive and Experiential Marketing
By 2025, simply putting your product on the shelf or listing it online won’t cut it. Consumers are seeking memorable, interactive experiences. Interactive and experiential marketing techniques can create deeper emotional connections between consumers and your brand.
- Augmented Reality (AR) Experiences: Implement AR technology to let consumers visualize your products in their homes or try them virtually. For instance, if you're selling a beauty product, an AR tool on the Walmart app can allow shoppers to “try” the product before they purchase.
- Experiential Pop-Ups and Events: Host experiential events (virtually or in-person) that immerse consumers in your brand. These events could be demonstrations, product launches, parking lot events, or partnerships with retailers to create buzz around your product offerings.
- Interactive Packaging: Make your product packaging more engaging by integrating QR codes that lead to exclusive content, behind-the-scenes looks at how your products are made, or even loyalty rewards.
7. Build Strong Relationships with Content Driven Marketing
To really thrive in the retail ecosystem, it’s crucial to build strong relationships with your customer with content that they enjoy consuming. Find ways to stay relevant to your customer with clever social reels, how-to videos, and even content that has a little bit more personality than normal.
- Podcasting: Podcasting can be a really fun and clever way to share industry information with your customer. It can also be a great way to share marketing audiences by having guests and key industry leaders on your podcast.
- Short Form Content: Other ways to reach your clients could include developing a short docu-series about your product activated in the hands of customers or unique client stories or testimonials.
- Over The Top Approach: Sometimes investing heavily into video production can also be a fun way to turn heads and reward your customer with top level content... this could look like investing in sexy commercials, celebrity partnerships, or collaborations with other brands or influencers.
Conclusion
In 2025, to be a successful CPG brand selling to retailers, you must integrate modern marketing techniques into your strategy. This includes embracing omnichannel marketing, leveraging data and AI, and incorporating sustainability into your brand's DNA. Social media, influencer partnerships, and personalized experiences will help you reach and engage consumers more effectively, while experiential marketing will create lasting connections.
By tapping into the power of these marketing strategies, your brand will be well-positioned to not only secure shelf space at retail but to thrive in a rapidly evolving retail world. Adapt, innovate, and stay customer-centric, and your brand will be primed for success in the retail landscape of 2025 and beyond.
