The FMCG industry has undergone a digital transformation, with e-commerce becoming a key trend. There are many aspects that engage B2C customers in the FMCG market. Beginning with changes in the purchase path. Then the multilingual website with accessibility features. Obviously, the efficient and fast logistics.

A look at the size and development of the FMCG market

According to an open source data source, the size of the global FMCG market is valued at $11,490.9 billion in 2021. Given the rapid and consistent growth of the market, experts forecast that it will reach $18,939 billion by 2031. Due to this large market share, the FMCG industry is undergoing strong saturation.

The importance of digital marketing

The importance and advantages of digital marketing for the fast-moving consumer goods industry are already obvious. More and more consumers prefer to buy products online without leaving home rather than visiting physical shops. The Covid-19 pandemic has also accelerated this trend.

The increase in the use of social media has influenced the way companies reach and engage customers. While traditional offline media approaches can still work brilliantly, from my observations, digital campaigns can work wonders. I will share some creative examples below.

See what the company looks like from the inside

L’Oréal used this strategy to win the trust and loyalty of customers by showing life inside its company. By sharing the hashtag #lifeatloreal on social media, L’Oréal wanted to show the real life of its team. This strategy shows the process of creating a product and its people. In addition, #lifeatloreal also serves to portray the company’s culture and to convey a message about the credibility of its team members and products.

A campaign to spread kindness

Dealing with the world’s problems is too big a mission for one brand. Starting by doing something within the community can make a positive difference. Today’s customers are quite sensitive to social issues. They are more willing to look at brands that bring awareness and spread kindness through campaigns or initiatives.

In Indonesia, there are many FMCG brands that are trying to take this route. Take Unilever’s Pepsodent as an example. They have organized a campaign called #PahlawanSenyum, where they will donate 1.5% of their profit to support the oral health of orphans in Indonesia.

Creating a buzz with messages close to customers’ hearts will both make a positive impression on the brand and increase purchases. Customers also want to be part of the kindness movement.

Loyalty in the FMCG industry

In the context of loyalty in the FMCG industry, companies need to focus on personalized experiences, customer data analytics and effective assortment and price management. Limited opportunities for direct customer interaction require innovative approaches to engaging consumers.

In this context, it is worth noting the ZdrAPPka campaign created by The Humans design group for Delikatesy Centrum. This campaign was based on a scratch-off mechanism in the form of digital in a mobile app and yielded impressive results. The number of app downloads and new active users increased by 50% to one million users and continues to grow. This shows how a creative and innovative approach can bring real benefits to companies operating in the FMCG sector.

Summary

B2C customer engagement in the fast moving consumer goods industry, requires constant adaptation to changing trends and customer expectations. The use of new technologies, such as mobile apps and well-designed marketing campaigns, bring significant and quantifiable benefits to brands.