#Commerce
Challenge: Missed opportunities in a volatile market
In today’s hyper-competitive market, consumer packaged goods (CPG) brands are under immense pressure to stay agile, and many are finding themselves held back by one thing: sales data with an expiry date.
This year, Canada’s CPG sector is navigating a perfect storm: shifting shopper behaviours, inflationary pressures, regional retailer demands, and an increasingly digital-first landscape. While agility is the key to seizing opportunity in a market that can pivot overnight, many CPG marketers are still running on sales data that lag by months or more. That delay is stifling their ability to respond in real time to everything from competitor moves to viral consumer trends.
Canada's CPG brands need faster, smarter shopper data
Much of the Canadian CPG industry still relies on syndicated sales data that is published with a significant delay and often lacks connectivity to online performance or regional nuances.
In a country with a vast geography and diverse regional preferences — what sells in Vancouver may not resonate in Halifax — this can leave one-size-fits-all national campaigns missing the mark with certain regions or demographics. Slow reaction times to changes in consumer moods — especially in the digital space — can erode brand trust and loyalty.
Solution: Leverage real-time consumer, competitor & sales data - powered by MiQ Sigma
CPG brands must modernize their approach to data. This starts with investing in real-time analytics that unify data (like retail footfall and sales performance) from across the organization, into a single, accessible source of truth.
Finding the right formula with MiQ Commerce:
- Cross-retailer point-of-sale data down to the forward sortation area (FSA)
- Data that captures 90% of Canadian retail sales, giving brands a comprehensive view of brand and competitor consumer purchase behaviour across the country
- Custom shopper audience profiling so you can tailor your ads to audiences based on how recently they’ve purchased, how often they buy, and how much they spend - with you or your top competitors.
Our AI-powered advertising technology MiQ Sigma integrates CPG and retail data via multiple Canadian data sources for the most powerful and relevant insights. We are already working with some of the world’s largest CPG brands to unlock new ways to engage their most valuable target consumers:
- Combine data on not just what consumers are buying, but also what and where they are watching and browsing, creating a more holistic view of where they are in the consumer journey
- Tell a continuous story across channels - CTV, OLV, YouTube and Display - and get comprehensive cross-channel attribution reporting that ties your online activations to offline sales
- Gain future-forward insights that will inform and enhance your next campaign almost immediately after your first campaign ends
Ready to take your advertising to the Nth degree with MiQ Commerce?
Connect with me on LinkedIn or grab a coffee with me to learn more.
#Commerce
