G2G Impact Group

📣 Ready to Elevate Your Retail Media Strategy? 📣
Harness the Power of Retail Media with G2G Impact Group!

💼 Are you looking to maximize your brand's presence and drive sales through Retail Media? Look no further! 💼

At G2G Impact Group, we specialize in unlocking the full potential of Retail Media to propel your business forward. With our expert guidance, you can leverage Amazon's vast ecosystem to craft data-driven campaigns that resonate with your target audience.

🚀 Let's partner together to:

✅ Develop personalized Retail Media strategies tailored to your unique goals.
✅ Optimize campaign performance through advanced targeting and analytics.
✅ Stay ahead of the curve with innovative approaches to Retail Media.

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At G2G Impact Group, we're passionate about helping businesses harness the full potential of geo-targeting and consumer segmentation. Let's connect to revolutionize your marketing strategy!

Together, let's turn insights into action and transform the way you engage with your audience!



Understanding your audience isn't just a competitive advantage; it's the key to unlocking meaningful connections and driving impactful results.

What does this mean for this unattended retail location?

🎯 Precision Personification: By harnessing the power of geo-targeting, we can pinpoint specific geographic areas where our audience resides, works, or frequents. This enables us to tailor our messaging and offerings to resonate deeply with their unique needs, preferences, and behaviors. It's about speaking directly to individuals, not just demographics.

🌟 Hyper-Targeted Campaigns: Consumer segmentation takes personalization to the next level by dividing our audience into distinct groups based on shared characteristics or behaviors. Whether it's demographics, psychographics, or purchase history, segmentation allows us to craft hyper-targeted campaigns that speak directly to each group's desires and pain points.

📈 Maximizing ROAS: By combining geo-targeting with consumer segmentation, we're not just throwing darts in the dark and hoping for the best. We're strategically investing our resources where they'll have the greatest impact. This targeted approach doesn't just increase engagement and conversion rates; it maximizes ROAS by ensuring every marketing dollar is spent with purpose and precision.

💡 Future-Forward Insights: As technology continues to evolve, so too does our ability to understand and connect with consumers on a deeper level. From AI-driven analytics to real-time location data, the possibilities for refining our targeting strategies are limitless. By staying ahead of the curve, we can anticipate shifting trends and adapt our approach to meet the ever-changing needs of our audience.

Connect with us to learn more about our High Performance learning programs to unleash your team’s full potential.

𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐚𝐥𝐚𝐧𝐜𝐞 𝐨𝐟 𝐢𝐧𝐭𝐞𝐥𝐥𝐢𝐠𝐞𝐧𝐜𝐞 𝐚𝐧𝐝 𝐞𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐢𝐧𝐭𝐞𝐥𝐥𝐢𝐠𝐞𝐧𝐜𝐞.

As we navigate the dynamic landscape of our careers, let's not forget the transformative power of emotional intelligence. In a world that values intelligence, it's the blend of discipline, unwavering drive, and empathetic connections that truly sets individuals apart.

🚀 Discipline fuels consistency, turning aspirations into achievements.
🔥 Drive ignites the passion that propels us beyond challenges.
💖 Empathy bridges gaps, fostering collaboration and understanding.

Aspire not only to intellectual prowess but also to the mastery of soft skills. Let your professional narrative be a testament to the seamless integration of cognitive intelligence and emotional intelligence. 🌐

Connect with us to learn more about our leadership and collaboration learning programs.
🚀𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 𝐢𝐧 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬
The four most important words in business are 'What do you think?'
In our rush to get projects moving quickly we forget, the key to success lies in our ability to collaborate, innovate, and harness the collective wisdom of our teams.

We often forget leadership isn't just about making decisions; it's about engaging and empowering our teams to contribute their insights and ideas – making them feel valued!

By asking "What do you think?" we create an environment where every voice matters, where diverse perspectives are valued, and where solutions are born from collective intelligence.

It's a powerful question that fosters collaboration, fuels innovation, and drives growth.

Let's make it a priority to ask this question regularly, to navigate challenges, seize opportunities and create empowered teams.

How do you encourage collaboration and idea-sharing in your business?

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Our Data & Analytics Solutions can help your business gain competitive advantage. Reach out to book a complimentary discovery discussion.

Relying on unstable shopper data risks flawed insights, biased decisions, and unreliable strategies. Brands and retailers need to constantly leverage different data sources to better understand every stage of the consumer purchase behavior. Companies relying on unstable or untrustworthy data can lead to significant risks, including inaccurate insights, biased samples, unreliable trend analysis, and poor data integration.

𝐈𝐧𝐚𝐜𝐜𝐮𝐫𝐚𝐭𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 - 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐨𝐧 𝐬𝐡𝐚𝐤𝐲 𝐠𝐫𝐨𝐮𝐧𝐝: Unstable shopper data — like errors, inconsistencies, and missing information, pose a significant risk of inaccurate insights. This leads to flawed analyses and misguided conclusions.

𝐁𝐢𝐚𝐬𝐞𝐝 𝐬𝐚𝐦𝐩𝐥𝐞𝐬 - 𝐃𝐢𝐬𝐭𝐨𝐫𝐭𝐞𝐝 𝐩𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞𝐬: Incomplete or skewed data collection can result in over- or under-representation of specific consumer segments or channels. This can lead to distorted perceptions of customer behavior and preferences, derailing marketing efforts and hindering product development.

𝐔𝐧𝐫𝐞𝐥𝐢𝐚𝐛𝐥𝐞 𝐭𝐫𝐞𝐧𝐝 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 - 𝐋𝐨𝐬𝐢𝐧𝐠 𝐬𝐢𝐠𝐡𝐭 𝐨𝐟 𝐭𝐡𝐞 𝐛𝐢𝐠𝐠𝐞𝐫 𝐩𝐢𝐜𝐭𝐮𝐫𝐞: Fluctuations in data collection methods and sources can undermine reliable trend analysis. Unstable shopper data from various channels can introduce inconsistencies.

𝐏𝐨𝐨𝐫 𝐝𝐚𝐭𝐚 𝐢𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧 - 𝐅𝐫𝐚𝐠𝐦𝐞𝐧𝐭𝐞𝐝 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠: Unstable shopper data often results in poor data integration, leading to a fragmented understanding of the customer journey. Failing to integrate and consolidate data from all available channels and touchpoints hinders accurate segmentation, personalization, and targeting efforts.

𝘚𝘰, 𝘩𝘰𝘸 𝘤𝘢𝘯 𝘣𝘳𝘢𝘯𝘥𝘴 𝘢𝘯𝘥 𝘳𝘦𝘵𝘢𝘪𝘭𝘦𝘳𝘴 𝘣𝘦𝘴𝘵 𝘢𝘥𝘥𝘳𝘦𝘴𝘴 𝘢𝘭𝘭 𝘵𝘩𝘦𝘴𝘦 𝘪𝘴𝘴𝘶𝘦𝘴/𝘳𝘪𝘴𝘬𝘴?

𝑻𝒉𝒆 𝒂𝒏𝒔𝒘𝒆𝒓: 𝑨𝒍𝒊𝒈𝒏𝒆𝒅 𝒅𝒂𝒕𝒂 𝒊𝒔 𝒕𝒉𝒆 𝒔𝒕𝒂𝒓𝒕 𝒐𝒇 𝒕𝒉𝒆 𝒋𝒐𝒖𝒓𝒏𝒆𝒚

Confidence in the data begins with having ONE source of truth that everyone inside the company and trading partners agree with and rely on.

This means that sales data and omnishopper data must be aligned through the combination of the transaction log, ePOS, consumer panel sources, and all other information streams.

A single, accurate version of shopper data reduces confusion among teams, especially when different data sources tell different stories, leading the analysis down the wrong path.

In your opinion, what are the challenges brands are facing in ensuring data accuracy and reliability?

We help brands define their growth strategies by leveraging consumer and shopper insights. Reach out to book a complimentary discovery session.

𝐂𝐚𝐧𝐚𝐝𝐚’𝐬 𝐌𝐮𝐥𝐭𝐢𝐜𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐋𝐚𝐧𝐝𝐬𝐜𝐚𝐩𝐞 𝐀𝐧𝐝 𝐓𝐡𝐞𝐢𝐫 𝐒𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐁𝐞𝐡𝐚𝐯𝐢𝐨𝐮𝐫𝐬
Growth of ethnic population is significantly outpacing Canada overall - Population growth of Canada from 2016 to 2021 is +5.2% and Ethnic growth is at +25.3%.

𝑺𝒊𝒛𝒆 𝒐𝒇 𝒕𝒉𝒆 𝒑𝒓𝒊𝒛𝒆 = 8.4 𝑩𝒊𝒍𝒍𝒊𝒐𝒏 - 𝑯𝒐𝒘 𝒎𝒖𝒄𝒉 𝒐𝒇 𝒕𝒉𝒆 𝒑𝒊𝒆 𝒘𝒊𝒍𝒍 𝒚𝒐𝒖 𝒕𝒂𝒌𝒆?

Here are some insights on where they shop and why:

- Ethnic buyers over-indexing in Costco across all regions - Followed by Mass Merchandisers in Ontario & West. Ethnic buyers in Ontario shop the most Online relative to the rest of Canada
- Chinese buyers under-index in Mass Merchandisers and Grocery banners
- South Asian buyers significantly over-index in Club, Ethnic and Online channels
- 1st generation shoppers look for value and 2nd generation shoppers prefer variety in Ethnic, Conventional and Online channels
- Variety of products and specific sections draw shoppers to ethnic grocery stores
- Chinese shoppers want to get deals rather than the lowest price, emphasis on quality for non-white shoppers
- Brand/retailers need to use different tactics to reach different groups before they reach the store - Loyalty programs are not reaching Black and South Asian audiences. Social media recommendations are necessary for South Asian, Chinese and Filipino groups.
- Instore promotion can work better than flyers at attracting multi-cultural shoppers - Price checking in store, promos in each aisle and displays are prioritized over flyers
- Private Label has won 30% of Black & South Asian buyers, work to do on gaining Filipino buyers
- Interest in organics amongst Asian shoppers

Now let’s talk about turning these insights into action and make multicultural segments a part of growth strategies:

HOW TO TARGET BEFORE THEY SHOP
- Look for ethnic shoppers in Warehouse Club, Mass Merch and Ethnic stores
- Variety is important especially for 2nd generation shoppers, and will impact what stores they shop in
- Consider who you are reaching through social media and loyalty programs

WHAT THEY NEED IN-STORE
- Price checking in store, promos in each aisle and displays are prioritized over flyers
- Room to add variety for Chinese, Black and Filipino shoppers in the international aisle
- Understand what products are important to attract different cultural groups

How is your business leveraging ethnic shopping insights to drive your growth agenda?

Reach out to book a complimentary discovery session with us. We can help you optimize your e-commerce strategy and Go-to-Market initiatives to accelerate growth.

Across the consumer packaged goods (CPG) and retail industry, Amazon Prime Day has become a major retail moment. The biggest spike in CPG omni retail in the U.S. happened during the mid-summer window of Prime Day, not Black Friday or Cyber Monday.

The cost-of-living crisis has CPG brands poised and positioned to have a major growth moment. However, success will only come if businesses are able to effectively navigate the Prime Day landscape and offer the right products with the right promotions. Implementing the right levers with a full view into the Amazon omnichannel landscape will be critical to CPG’s success.

Here are 5 things for CPG brands to land Amazon Prime Day 2023:

1. Consumer packaged goods (CPG) grocery and everyday essentials will play an even larger role in Prime Day 2023. In 2022, almost half of Prime Day shoppers came to stock up on everyday household items — garbage bags, laundry detergent, paper products, etc. — as they look to broaden their savings strategies, with 44% of consumers surveyed prioritizing everyday essentials.

The shifting habits of consumers shopping for more CPG goods online is reflected in the online share of wallet of brick-and-mortar shoppers for pets at 35%, health and beauty 1t 33%.

2. CPG is punching below its weight on Prime Day. Overall in 2022, 20% of Amazon.com sales came from CPG products. During Amazon’s July 2022 Prime Day event, only 14% of sales were of CPG products. There is share to grab that CPG has proven.

3. Deal seekers will be looking for a reprieve from specific high-priced CPG categories. The latest NIQ data shows that the rate of food inflation is still high at 7%, with consumption down 2%. Similarly, non-food prices increased by 6%, and consumers pulled back with a 5% decline in unit sales.

4. Prime Access will open deals to more people in need, but deep discounts and blockbuster deals will be limited. CPG companies struggling in the current economic environment to trigger deep discounts will likely provide moderate discounts on their products on Prime Day.

5. Food sales will be a battleground to watch. As food, in general, continues to grow online, one category to watch would be snacks. In 2023, within the snacking omnichannel universe, online growth (14%) is outpacing in-store (10%) for snacking dollar growth.

For CPG e-commerce insight leaders, the influence and importance of amazon prime day is undeniable. Amazon’s share during Prime Day accounts for about 60% vs. the full year (40% share for full year).

How did your CPG (FMCG) business perform on Prime Day this year? What strategies did you leverage?

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Connect with us to learn more about our High Performance learning programs.
"𝐓𝐡𝐞 𝐦𝐨𝐬𝐭 𝐝𝐢𝐟𝐟𝐢𝐜𝐮𝐥𝐭 𝐭𝐡𝐢𝐧𝐠 𝐢𝐬 𝐭𝐡𝐞 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧 𝐭𝐨 𝐚𝐜𝐭, 𝐭𝐡𝐞 𝐫𝐞𝐬𝐭 𝐢𝐬 𝐦𝐞𝐫𝐞𝐥𝐲 𝐭𝐞𝐧𝐚𝐜𝐢𝐭𝐲." ✨ These powerful words from Amelia Earhart remind me that the hardest part of any journey, big or small, is making that crucial decision to take action. 𝑶𝒖𝒓 𝒇𝒆𝒂𝒓𝒔 𝒂𝒓𝒆 𝒑𝒂𝒑𝒆𝒓 𝒕𝒊𝒈𝒆𝒓𝒔.

🌈 Whether it's chasing your dreams, pursuing a new career, or stepping out of your comfort zone, it's that initial choice to act that sets everything in motion.

𝑻𝒓𝒖𝒆 𝒈𝒓𝒐𝒘𝒕𝒉 𝒉𝒂𝒑𝒑𝒆𝒏𝒔 𝒐𝒖𝒕𝒔𝒊𝒅𝒆 𝒐𝒖𝒓 𝒄𝒐𝒎𝒇𝒐𝒓𝒕 𝒛𝒐𝒏𝒆!

Now, the question is how often do we summon the courage to step out and embrace the challenges that lie ahead.

✨ As we start a new week, let's choose to believe in ourselves, embrace the challenges, and let our tenacity shine through every step of the way!

Excited to have one of our own on the judging panel for the CMA awards.

“𝑰𝒇 𝒚𝒐𝒖 𝒓𝒂𝒊𝒔𝒆 𝒕𝒉𝒆 𝒆𝒇𝒇𝒊𝒏𝒈 𝒉𝒐𝒕 𝒅𝒐𝒈, 𝑰 𝒘𝒊𝒍𝒍 𝒌𝒊𝒍𝒍 𝒚𝒐𝒖. 𝑭𝒊𝒈𝒖𝒓𝒆 𝒊𝒕 𝒐𝒖𝒕”, said Jim Sinegal Costco’s co-founder. Costco’s famous $1.50 hot dog and soda combo is more than a great lunch deal. 𝐈𝐭 𝐡𝐚𝐬 𝐜𝐮𝐥𝐭 𝐬𝐭𝐚𝐭𝐮𝐬!

It’s an object of corporate mythology, an inflation-proof icon.

A quick Google search for “Costco hot dog shirt” brings up dozens of results from retailers all over the web with designs featuring the no-frills signage found in every Costco food court.

As everything feels like it’s getting more expensive, it’s refreshing to see a company standing up for its customers and living its brand purpose.

For reference, the price has not been raised on the combo since 1985, and it sounds like Sinegal was not in favor of a change: “I came to (Jim Sinegal) once and I said, ‘Jim, we can’t sell this hot dog for a buck fifty," Jelineck recalled, according to a post by 425 Business. "We are losing our rear ends.’ And he said, ‘If you raise the effing hot dog, I will kill you. Figure it out.’ That’s all I really needed."

Costco ended up building its own hot dog-manufacturing plant in Los Angeles to make Kirkland Signature hot dogs and keep the prices lower.

What makes me say Costco’s hot dog combo has a cult status?

Costco’s iconic $1.50 hot dog combo even has a viral T-shirt design celebrating its cult status!

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We help brands articulate and visualize their brand promise and architecture. Reach out to book a complimentary discovery session.

CPG companies need to become more flexible, cooperative, and innovative to grow revenue and defend shares. By building a comprehensive data-driven strategy that employs advanced analytics, organizations can gain the ability to quickly pivot and adapt to rapidly shifting market dynamics.

Here are three key areas where data-driven strategy has proven invaluable:

𝐏𝐑𝐈𝐂𝐈𝐍𝐆 𝐀𝐍𝐃 𝐑𝐄𝐕𝐄𝐍𝐔𝐄 𝐆𝐑𝐎𝐖𝐓𝐇 𝐌𝐀𝐍𝐀𝐆𝐄𝐌𝐄𝐍𝐓
CPG companies most likely have access to significant amounts of data, but is it actionable? Can they count on it to provide relevant insights? Teams often give in to the impulse to obtain more data and invest in new research, when in reality existing data could just be cleansed and organized into data lakes!

With the right pricing and revenue growth management analytics, you can maximize profitability, eliminate wasteful trade spend, and ensure you have the right price and promotion strategy in place. By gaining a better understanding of volume drivers, you can strategically identify optimal regular and promotional price points and maximize profits.

𝐀𝐒𝐒𝐎𝐑𝐓𝐌𝐄𝐍𝐓 𝐀𝐍𝐃 𝐌𝐄𝐑𝐂𝐇𝐀𝐍𝐃𝐈𝐒𝐈𝐍𝐆
What is on the shelf? Is there enough or the right product to meet consumers’ demands? A key part of a data-driven strategy is ensuring that the assortment is optimized and properly built for sustainable growth.

With advanced analytics, you can optimize your assortment, simplify planning, drive better performance, and improve the way you characterize, organize, and visualize your shelf. It all comes down to being able to better understand your shopper’s behavior.

𝐑𝐎𝐔𝐓𝐄-𝐓𝐎-𝐌𝐀𝐑𝐊𝐄𝐓
All CPG companies are aware, one size does not fit all consumers. Needs and consumer preferences change based on region and environment.

Data-driven strategies are needed to precisely target local markets by evaluating opportunities to increase sales and quantify the impact of potential outputs, media, and in-store actions.

Precision is the key term here. You can’t afford to lose money on tactics that are too broad, shoehorning in what appear to be similar markets that are anything but. You need a strategy and tool that provides an in-depth understanding of how to prioritize investments and how/where to execute at the local level with greater precision.

When was the last time your business did an information audit and assessed it against business needs? Setting the foundations for business intelligence is a journey and CPG companies need to stay ahead of the curve to remain relevant and competitive.

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