5 Things to Consider When Choosing a CPG Vendor
Choosing the right CPG marketing vendor partner is a lot like choosing a life partner; you want to find someone with whom you can share compatibility, trust, and a vision for the future. When you find “the one” (vendor, that is), they can help your brand stand out on crowded shelves, engage with shoppers, and grow to new heights. But with so many options out there, it can be overwhelming to figure out where to start. Lucky for you, we’re here to help!
In this guide, we’ll identify the five key factors to consider when choosing vendors to work with you so you can create the best possible partnerships for your CPG brand. Ready to find the right fit for your brand? Let’s dive in and explore the essentials for a successful, long-lasting partnership.
Expertise in Your Industry
Not all vendors are created equal, and having a partner with a breadth of experience in the CPG space can save you time, money, and headaches. Search for vendors that understand the nuances of consumer behavior, the ever-changing retail landscape, and the unique challenges in your specific category.
For example, does the vendor have a proven track record of engaging audiences at the right touchpoints in a shopper marketing campaign? If compliance is crucial (and let’s face it, it always is), do they have the know-how to navigate the legal landscape? A vendor with hands-on experience in your industry won’t just bring services, they’ll bring solutions too.
Pro Tip: Ask potential vendors for case studies in your category—seeing what they’ve done for other CPG brands can help you gauge their expertise and how they can help you.
Technology and Capabilities
In the fast-paced, tech-driven world we live in, staying on top of the latest and greatest technology is a non-negotiable for potential partners. The right CPG vendor should not only offer cutting-edge technology but also demonstrate a commitment to innovation, continually evolding to keep up with the ever-changing digital landscape. Whether it’s leveraging AI-powered personalization or creating a UX-optimized gamified experience, innovative technology can elevate your marketing campaign—and deepen your relationship with shoppers in the process.
And don’t forget about the importance of data! In a world where tracking consumer behavior is becoming increasingly challenging due to cookie changes and evolving privacy regulations, the ability to collect and analyze zero-party and first-party data is invaluable. A great vendor can help you unlock actionable insights from this data while adhering to data privacy and compliance standards. Their expertise should ensure you stay competitive while respecting consumer trust.
Knowing the latest and greatest technology and how to get the best possible insights from it is a winning combo for any vendor.
Pro Tip: During the selection process, don’t be afraid to ask vendors about about the tech they utilize for their clients or how they’re utilizing the power of AI in their work.
Personalization and Customization
It’s no secret that personalization is crucial for shoppers—with 65% of shoppers expecting brands to adapt to their unique preferences, you want personalization to be something a potential partner utilizes in their work. But does your vendor partner have the ability to personalize not only for your shoppers but for your brand as well?
Your ideal vendor should offer a comprehensive suite of services that align with your current needs—and have the flexibility to grow with your brand. You want to search for a partner that can address brand-specific needs rather than using a one-size-fits-all approach. Partnering with a vendor that provides flexible solutions such as customizable loyalty programs or personalized customer experiences helps streamline execution, simplify workflows, and save valuable time.
Pro Tip: When considering vendors, think beyond your immediate needs. A vendor who can do more will help you evolve your strategy as your brand grows.
Communication and Collaboration
A strong vendor relationship is built on a foundation of trust and communication. Your vendor partner should be both responsive and proactive—listening to your needs, offering thoughtful recommendations, and keeping you informed at every step.
Effective collaboration also includes shared values and goals. The goal is for your vendor to feel like an extension of your team, not just an outside contractor.
Pro Tip: Pay attention to how a potential vendor communicates during the proposal phase. Are they prompt and transparent? If not, might be a red flag…
Proven Results
At the end of the day, it comes down to results. Can your vendor deliver them? Partner with those who can demonstrate proven results, whether that’s increasing shopper engagement, driving sales, or providing a quantified return on ad spend.
Make sure to ask potential vendors about their KPIs and how they measure success in their work. But don’t automatically discount those without hard numbers; maybe they can provide client testimonials to back up their claims.
A vendor partner with a track record of delivering results is far more likely to help your brand achieve its goals.
Pro Tip: Results aren’t just about return on investment. Consider vendors that prioritize long-term impact alongside the numbers, like increased brand loyalty or customer lifetime value.
Partner with Breaktime Media for Your Content, Promotions, and Loyalty Needs
Looking at these five key factors when choosing a CPG vendor to partner with will make sure you find your dream match: a vendor that will help your brand engage shoppers and thrive in your category. Ultimately, choosing the right vendor to work with isn’t only about ticking boxes; the goal is to find a team that truly understands your brand’s goals and shares your vision for success.
At Breaktime Media, we pride ourselves on becoming an extension of your brand’s team, helping you connect with shoppers through interactive content that drives real results. With over fifteen years of experience in the CPG space, a history of award-winning campaigns, and a tech-forward, shopper-centric approach, we bring everything you need to execute unforgettable shopper marketing campaigns.
Whether you’re looking to launch a loyalty platform, build an exciting consumer promotion, or create shoppable interactive content that’s fun for consumers, Breaktime has what you need to make it all happen. Contact us to learn more!