Building a customer base for FMCG brands may not be as easy as it seems. That’s mostly due to the fact that those customers usually do not interact directly with those brands, only via their products. In fact, many FMCG brands are owned by the same company, and customers are not always aware of this fact. So, if you run an FMCG business, what can you do to build a customer base? Here are your options!
Imagine a typical scenario – a customer enters their favorite superstore and picks up their favorite candy bar. Of course, this candy bar is just a brand. The actual company behind it has a completely different name, and it produces several other candy bars, too. The customer buys the product and leaves the store.
What is their awareness of the FMCG company behind the bar? In most cases, little to none. Of course, FMCG brands are aware of that; that’s why they do the majority of their communications via their brands, not the “unknown” mother brand.
However, this situation creates an interesting question – what can you do to build a customer base for your FMCG brand?
Loyalty programs
First of all, FMCG companies expand their customer base through loyalty programs. Such programs encourage customers to opt for repeat purchases, and they help you build stronger relationships with consumers. When customers earn points, discounts, or rewards for buying your products, they are more likely to choose your brands over competitors. But it also makes them more willing to share their contact details with you! So, in other words, you should offer them something first.
With iPresso, you can create single-use or multi-use coupon codes tailored to individual customer needs. Personalized codes can be used in promotional, birthday, or loyalty campaigns. Additionally, our promo codes can be used in both digital and offline campaigns, e.g., by integrating them with your production line. Additionally, you can integrate your loyalty tools with your CRM in order to keep all the customers in one well-organized space.
A loyalty program can enable your company to collect customer data. It’s a good idea to use this input to understand shopping habits and preferences (e.g., by organizing short surveys). This way, you can improve your marketing and perhaps even your products! With this information, FMCG brands can:
- Create personalized offers
- Introduce new products
- Run targeted marketing campaigns that attract new customers.
For example, if a company sees that many customers buy a certain type of snack (e.g., a candy bar from our example), they can offer discounts on related products, thus encouraging more people to try them. By making shopping more rewarding and personalized, you can turn occasional buyers into loyal customers.
Pop-ups
Granted, pop-ups can be irritating when used in the wrong way. But done right, they can get you many new customers! The key to success lies in offering something interesting first. If you run an FMCG brand, you can use them to offer:
- Discounts
- Free samples
- Exclusive deals
Naturally, in exchange for an email or phone number. This helps your brand build a “direct line of communication” with potential customers. And if someone opts in, you can send promotions and updates that keep those people engaged. Pop-ups can also remind visitors about limited-time offers or new product launches, gently encouraging them to make a purchase and try the brand.
Additionally, you can use pop-ups to test different messages, offers, and designs. As a result, your brand can see what attracts the most customers (and purchases). This data can also be used to create more effective campaigns in the future.
Landing pages with contact forms
Lastly, you can think of special actions or campaigns that encourage people to sign up using a dedicated landing page (e.g., for a lottery). When a landing page is designed with a clear message and an easy-to-fill contact form, it encourages visitors to share their details in exchange for something valuable, like a discount, a free sample, or a chance to win an attractive prize.
You can even create multiple landing pages to see what resonates best with your target audience. By tracking which offers get the most sign-ups, you can improve your marketing strategy and create more targeted campaigns. What’s also important is that well-optimized landing pages also improve ad performance (e.g., for Google Ads).
Here, two things matter the most:
- A good offer
- A simple contact form
The prize/offer has to be interesting and desirable from your customers’ standpoint. It’s better to invest in something great (e.g., a trip or a vehicle) than to try to “catch leads” for a poor offer. And what about contact forms? Such a form has to be short and straightforward. Don’t ask people to provide too much information, focus on the ones that matter – name, email, and phone number.
A good offer combined with a well-designed landing page and a straightforward contact form will get many people to sign up and share their details.
Wrapping up
For FMCG brands, building an email list may take some effort and creativity. But once you come up with a good idea, all you need to do is promote it in your channels and you’re good to go to expand your subscribers’ base! And iPresso will help you with everything related to marketing automation, including third-party integrations and storing your customers’ data in one place.
We have a special version of our platform for FMCG companies. We invite you to visit the linked page and sign up for a free presentation! We look forward to talking to you!
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