If more of your store sales start on TikTok lately, you might wanna read this.
๐๐ฉ๐ฆ ๐ด๐ข๐ญ๐ฆ ๐ช๐ด ๐ฅ๐ฆ๐ค๐ช๐ฅ๐ฆ๐ฅ ๐ฃ๐ฆ๐ง๐ฐ๐ณ๐ฆ ๐บ๐ฐ๐ถ๐ณ ๐ค๐ถ๐ด๐ต๐ฐ๐ฎ๐ฆ๐ณ ๐ฆ๐ท๐ฆ๐ฏ ๐ฆ๐ฏ๐ต๐ฆ๐ณ๐ด ๐บ๐ฐ๐ถ๐ณ ๐ด๐ต๐ฐ๐ณ๐ฆ.
The checkout happens in-store. But the sale happens everywhere else.
Here’s the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced.
I can’t emphasize this enough; here’s what most brands missโdigital influence isn’t just about online sales. It’s about shaping every moment before the customer even walks into your store.
L’Orรฉal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries.
No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn’t linearโit’s layered:
– They discover you on social
– Research you through reviews and UGC
– Try your product virtually through AR
– Get retargeted with personalized content
– Finally purchase in-store (feeling confident they’re making the right choice)
Every touchpoint matters, and every interaction influences the final decision.
The brands winning today aren’t just selling productsโthey’re orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout.
Digital discovery is increasingly pay-to-play and shoppers are paying attention.
++ Tactical Recommendations for CPG / FMCG Brands ++
1. Beyond just having perfect, high SOV product pages, create discovery ecosystems.
– Optimize for ยซย zero-moment-of-truthย ยป searches.
– Activate shoppable content at scale.
– Leverage user-generated content as social proof.
Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases.
2. Connect digital engagement directly to retail execution.
– Geo-target digital campaigns to drive foot traffic
– Create ยซย store-specificย ยป digital content
CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets.
3. Most important one; stop flying blindโmeasure digital influence on offline sales.
– Implement unique promo codes for each digital touchpoint to track conversion paths.
– Use customer surveys at point of purchase.
– Partner with retailers on shared data insights
Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months.
๐ง๐ผ ๐ฎ๐ฐ๐ฐ๐ฒ๐๐ ๐ฎ๐น๐น ๐ผ๐๐ฟ ๐ถ๐ป๐๐ถ๐ด๐ต๐๐ ๐ณ๐ผ๐น๐น๐ผ๐ ecommertยฎ ๐ฎ๐ป๐ฑ ๐ท๐ผ๐ถ๐ป ๐ญ๐ฐ,๐ฒ๐ฌ๐ฌ+ย ๐๐ฃ๐, ๐ฟ๐ฒ๐๐ฎ๐ถ๐น, ๐ฎ๐ป๐ฑ ๐ ๐ฎ๐ฟ๐ง๐ฒ๐ฐ๐ต ๐ฒ๐ ๐ฒ๐ฐ๐๐๐ถ๐๐ฒ๐ ๐๐ต๐ผ ๐๐๐ฏ๐๐ฐ๐ฟ๐ถ๐ฏ๐ฒ๐ฑ ๐๐ผ ๐ฒ๐ฐ๐ผ๐บ๐บ๐ฒ๐ฟ๐ยฎ : ๐๐ฃ๐ ๐๐ถ๐ด๐ถ๐๐ฎ๐น ๐๐ฟ๐ผ๐๐๐ต ๐ป๐ฒ๐๐๐น๐ฒ๐๐๐ฒ๐ฟ.
Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlรฉ Mondelฤz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America