The retail media arena is not just expanding; it’s becoming the central battleground for CPG sales as the whole retail media universe is exploding today—a powerful current reshaping how CPG marketing reaches consumers and drives conversions.
But as brands flood platforms like Amazon, Walmart, Target, Instacart, and regional grocers, a significant hurdle remains: most of the industry is still guessing.
You’re a CPG brand striving for market leadership—maybe a challenger hungry for rapid growth, maybe an established giant defending your hard-won market share.
You’re strategically allocating precious budget across platforms, meticulously navigating the complexities of trade budgets, brand campaigns, and performance KPIs. Yet, the very structure of the retail media landscape often hinders your efforts.
The result? Fragmentation. This isn’t merely a data management issue; it’s a fundamental impediment to unlocking true growth and maximizing your marketing ROI in the CPG sector.
Fragmentation is slowing everyone down. Complexity is costing growth in the CPG sector. The future of CPG marketing in retail media belongs to those who can navigate this intricate landscape with clarity and precision. The winners in retail media will be those who focus on what matters for CPG:
- Attribution: Understanding the true source of every CPG sale.
- Discovery: Effectively reaching and engaging new CPG customers, driving new brand sales.
- Performance: Measuring beyond vanity metrics to drive real business value and incremental growth in CPG sales.
- True Growth: Focusing on acquiring new CPG customers and expanding market share.
- Sales Velocity: Optimizing product movement off shelves for increased revenue
Let’s stop guessing. Let’s start scaling CPG sales. RMIQ makes CPG retail media make sense.
Every platform operates in its own silo, a self-contained ecosystem with its own data streams, analytical tools, and operational logic. These isolated environments offer fragmented glimpses of consumer behavior, making it nearly impossible to achieve a unified understanding of campaign performance.
And none of them talk to each other. This creates a frustrating reality of walled gardens, siloed insights, and a growing stack of reports that fail to coalesce into a clear, actionable picture.
You’re left struggling to connect marketing spend with tangible sales outcomes and identify the true drivers of incremental growth for your CPG products.
So, let’s move beyond the surface-level metrics. Let’s dissect the complexities of CPG marketing in the retail media age and pinpoint what really matters for driving sustainable sales and what’s simply adding to the noise.
🔍 Closed-loop attribution is essential. Built into RMIQ’s core.
For CPG brands, understanding the precise impact of every marketing dollar on actual sales is paramount. Knowing what led to what – from an ad view to a basket purchase containing your product – is the bedrock of effective CPG marketing. Every CMO in the CPG space demands it. Every brand needs it to optimize budgets and demonstrate ROI. Yet, the fragmented nature of most platforms means they still can’t trace media spend directly to SKU-level sales with precision. This lack of clarity obscures the true effectiveness of your CPG marketingefforts.
RMIQ closes the loop—from impression to purchase—so you know exactly what’s working, across platforms. This unified view provides invaluable insights into the consumer journey for CPG products, allowing for data-driven optimization.
👉 For challenger CPG brands: Finally, gain the clarity needed to scale fast and smart. Identify the most effective channels and tactics to drive more CPG sales and achieve sustainable growth.
👉 For established CPG brands: Cut through the noise of disparate data and prove value at the boardroom level with concrete, attributable sales figures. Demonstrate the true impact of retail media on your bottom line.
👉 For CPG agencies: Deliver hard performance metrics your clients crave. Provide irrefutable evidence of campaign effectiveness and drive incremental growth in CPG sales.
🔍 Product discovery (aka New-to-Brand Growth)
More than media—this is momentum for CPG.
Today’s CPG consumer isn’t passively searching; they’re actively exploring within the digital aisles of retail platforms. This presents a crucial opportunity for new brands and established players alike to capture attention during this discovery phase. And retail platforms are the new aisles where CPG purchasing decisions are increasingly influenced.
RMIQ helps your product show up at that perfect moment of “oh, that looks interesting.” By optimizing your CPG product visibility at relevant touchpoints, RMIQ facilitates discovery and drives new brand sales and overall portfolio growth. This is where SEO principles become vital – ensuring your product listings are optimized with relevant keywords so they appear when consumers are browsing related categories or searching for solutions your CPG product offers.
Think of it as SEO = New Brands Sales Support within the retail media environment.
👉 Challenger CPG brands? This is your chance to punch above your weight. Gain visibility and drive new brand sales by intercepting actively exploring consumers who might not be aware of your offerings.
👉 Big CPG brands? Reinvent how people meet your portfolio. Introduce new product lines or highlight lesser-known SKUs to a receptive audience, driving incremental growth beyond your core bestsellers.
👉 CPG agencies? Drive not just conversions—but introductions that turn into relationships. Facilitate initial discovery that leads to trial, repeat purchases, and long-term brand loyalty for your CPG clients.
ROAS (Return on Ad Spend)
⚖️ Helpful, but dangerously incomplete for CPG growth.
While ROAS indicates the efficiency of your ad spending, it offers a limited perspective on overall business impact for CPG brands.
ROAS tells you how efficiently you spent a specific advertising dollar. However, in the competitive CPG landscape, sustainable growth requires a deeper understanding of customer acquisition cost, lifetime value, and true incremental lift in sales.
It doesn’t inherently tell you whether you actually grew your business or simply shifted existing demand.
At RMIQ, ROAS is one lens—but we go deeper: lifetime value, repurchase rates, and true incremental lift. We provide a holistic view of your CPG marketing performance, focusing on metrics that truly reflect sustainable growth.
👉 Challenger CPG brands? Optimize to grow—not just recycle customers. Focus on acquiring new, valuable customers who will drive long-term CPG sales and build brand equity.
👉 Big CPG brands? Defend spend with metrics that go beyond vanity. Demonstrate the true profitability and long-term value generated by your retail media activities, justifying investments in CPG marketing.
👉 CPG agencies? Look smarter with deeper, multi-dimensional performance insights. Provide clients with a comprehensive understanding of their ROI, showcasing your strategic thinking and long-term value creation in driving more CPG sales.
First-party data for non-endemic campaigns
🧪 Interesting. But not yet impactful.
The industry buzz around leveraging retailer first-party data for non-endemic CPG promotions (e.g., advertising a cleaning product to cereal buyers) has generated excitement, but tangible results remain limited for most.
Let’s be real—everyone’s talking about it. Few are seeing significant results.
Challenges around data privacy, targeting accuracy, and genuine consumer relevance in the CPG context persist.
You track it. You test it. But it is hard to pretend it’s moving the needle—yet. RMIQ prioritizes delivering demonstrable results through proven strategies within the core retail media environment for CPG brands.
👉 RMIQ helps you stay focused on what actually performs—today. We concentrate on strategies and tactics that are currently driving measurable CPG sales and ROI within the retail ecosystem.
Incremental growth. The Holy Grail of the Industry.
📈 The real KPI. Our North Star for CPG.
For CPG brands, success in retail media isn’t just about optimizing ad spend; it’s about expanding your customer base and achieving sustainable business expansion.
Retail media isn’t just about spending smarter on existing customers. It’s about winning market share.That means measuring net-new growth—acquiring new customers, expanding basket sizes with more of your CPG products, and driving true business outcomes.
This is the ultimate measure of effective CPG marketing.
👉 Challenger CPG brands? This is your unlock. Strategic retail media execution, measured by incremental growth, can be a powerful catalyst for acquiring new customers and accelerating your growth trajectory.
👉 Big CPG brands? This is how you maintain dominance. By consistently acquiring new customers and expanding your share of wallet, you can solidify your market position and outpace competitors in the CPG space.
👉 CPG agencies? This is your performance edge. Demonstrating your ability to drive true incremental growth in CPG sales for clients is the ultimate proof of your value and strategic expertise.
Supercharging CPG Sales Velocity with RMIQ
Beyond incremental growth, sales velocity is a critical metric for CPG brands. It measures how quickly your products are selling in stores (units sold per store per week). High sales velocity indicates strong consumer demand and efficient shelf placement. RMIQ’s insights into sales performance across different retailers and regions can help CPG brands identify opportunities to increase sales velocity by:
- Optimizing product placement: Identifying high-velocity locations and replicating successful strategies in other stores.
- Targeted promotions: Running strategic campaigns in locations with lower velocity to stimulate demand.
- Improving product availability: Ensuring shelves are stocked in high-velocity stores to avoid missed sales.
By understanding and acting on sales velocity data provided by RMIQ, CPG brands can ensure their products are moving off shelves quickly, leading to increased revenue and stronger retailer relationships.
So… What’s the Fix for Fragmentation?
We believe retail media should be treated like real media—not just a trade extension. That means platforms, brands, and agencies all need a shared language of performance.
RMIQ is the connective tissue.
Our AI-powered platform integrates fragmented data streams across retailers, channels, and campaigns—turning chaos into clarity.No more guesswork. No more channel silos. Just real, measurable outcomes.
How RMIQ Solves Fragmentation – RMIQ connects the dots.
We unify retail media data across platforms, automate attribution down to the SKU, and deliver insights that actually drive action. All in one clean dashboard—no more hopping between portals, no more spreadsheets of doom.
Whether you’re a fast-moving startup, a billion-dollar brand, or a performance agency juggling dozens of clients:
We save you hours.
We make your budget work harder.
We turn fragmented chaos into focused momentum.
The solution for CPG brands lies in adopting a holistic approach where retail media should be treated like real media—not just a trade extension. This requires a fundamental shift in how CPG marketing is planned, executed, and measured. That means platforms, brands, and agencies all need a shared language of performance. We need a unified framework for measuring success and understanding the true impact of our investments on CPG sales.
RMIQ is the connective tissue. We provide the solution to the fragmentation challenge for CPG brands.
Our AI-powered platform integrates fragmented data streams across retailers, channels, and campaigns—turning chaos into clarity. By harmonizing disparate data sources, RMIQ provides a single, comprehensive view of your CPGretail media performance, enabling you to understand the complete customer journey and the true drivers of incremental growth and new brand sales.
No more guesswork. No more channel silos. Just real, measurable outcomes for your CPG business. RMIQ empowers you to understand the holistic impact of your retail media strategy and make informed decisions that drive tangible CPG sales growth and maximize ROI.
RMIQ in Action for CPG Brands:
For challenger CPG brands: Plug in and compete with the big guys—without needing a big team. Leverage RMIQ’s powerful analytics and unified platform to optimize your campaigns and achieve outsized results in CPG sale sand new brand sales.
For established CPG brands: Get a unified performance layer across your entire omnichannel mix. Gain a holistic understanding of how retail media integrates with your broader CPG marketingefforts and identify opportunities for synergy and incremental growth.
For CPG agencies: Deliver client-ready reports, smarter insights, and better strategy in less time. Streamline your workflow, provide unparalleled transparency, and demonstrate your ability to drive significant CPG sales growth and new brand sales for your clients.
Let’s stop guessing. Let’s start scaling.
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