Las Vegas is the city of high stakes, big risks, and even bigger rewards—something consumer product marketers know all about.
As consumer brands prepare to head to Vegas for Shoptalk North America, the competition for customer attention has never been more intense. Inflation is driving costs up, supply chain disruptions persist, and market saturation is at an all-time high. Meanwhile, the rise of direct-to-consumer (DTC) models and subscription-based services is reshaping the market, and consumers are shopping in entirely new ways.
But perhaps the biggest gamble? Customer loyalty.
The days of customers sticking with a brand for life are long gone. Today, we’re living in an Engagement Era—where success hinges on creating meaningful, ongoing interactions with customers. Those that succeed won’t be the ones rolling the dice; they’ll be the ones mastering the art of customer engagement.
Mapping Engagement in Consumer Products
To help marketers navigate the evolving Consumer Product landscape, we’re publishing The Global Consumer Products Engagement Report, in association with Deloitte.
Launching at ShopTalk on 25th March, the new study surveys 750 Consumer Product marketers and 14,000 consumers across seven global markets—the USA, UK, Germany, Australia, UAE, Taiwan, and Brazil—to uncover the realities of modern consumer engagement.
Here’s some of our exclusive findings from the US market:
- 85% of consumer product marketers feel they must now adapt to change ‘faster than ever before.’
- 86% say AI technology is now essential for retaining their customers.
- 88% plan to significantly transform their customer engagement strategies in 2025.
Most important of all, our report introduces a brand-new Customer Engagement Maturity (CEM) Score, a unique metric mapping the quality of engagement between Consumer Product brands and their customers.
The Power of Customer Engagement
The CEM score empowers marketers with an understanding of what ‘great’ looks like. It also provides an essential view of the benefits of investment in customer engagement:
- 76% of marketers from high CEM brands report that their customers actively advocate for them—compared to just 67% from low CEM brands.
- 93% of high CEM marketers say their customers have a strong emotional connection to their brand—versus only 78% from low CEM brands.
The report also calls on examples of high engagement brands—like Ferrera, John Frieda and Wella—to help Consumer Product marketers learn from the very best.
Let’s Talk in Vegas!
Shoptalk is where an entire industry gets inspiration from the biggest names in retail, consumer products and beyond. It’s your chance to experience breakthrough technology firsthand, forge partnerships that help you stand out from the competition and make a plan of action that sets you up for success.
I’ll be at Shoptalk North America, March 25-27, 2025, in Las Vegas (Booth 1945)—sharing an exclusive sneak peek of our new research. Let’s connect, grab a coffee, and chat about how your brand can lead in the Engagement Era.
About the author
Sara has more than 15 years of experience in senior global marketing roles at high-growth martech organizations including Clicktale, IBM Tealeaf, Acquia, & Unica. Her passion is for building marketing teams that act as a trusted partner to the sales organization. Sara excels in strategy and communications which deliver measurable pipeline and revenue. Sara holds a BA from the University of California in Los Angeles.
