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CPG Marketing Faces a New Engagement Challenge
CPG brands have never had more data, yet connecting with consumers at the right moment seems harder than ever.
That’s because retail media is becoming fragmented. Email engagement continues to decline. Paid media costs are rising. And while consumers interact with brands across ads, packaging, and social platforms, those touchpoints rarely connect into a cohesive user journey and experience.
We believe for CPG marketers, the challenge isn’t awareness — it’s continuity.
That’s why leading brands are turning to RCS (Rich Communication Services) for Business as a way to create direct, interactive, and measurable consumer engagement campaigns without forcing app downloads or logins. This reduces friction and keeps customers coming back for more.
Why Traditional CPG Channels Fall Short
Most CPG communication channels were built for reach, not relationships. We find that:
Email Lacks Immediacy
Your promotions get buried, the timing is off, and engagement is hard to sustain beyond a single sent message.
Paid Media Is Expensive and Ephemeral
Ads disappear the moment the budget stops, and they rarely carry the conversation forward.
SMS Is Too Limited for Brand Storytelling
While SMS has reach, it can’t deliver the visuals, interactivity, or brand experience CPG marketers need to stand out. As a CPG brand, you need a channel that combines reach, richness, and responsiveness. That’s where RCS for Business stands out.
What Makes RCS Different for CPG Brands
RCS for Business delivers app-like experiences directly inside the native messaging inbox. Using RCS technology, CPG brands can:
- Send branded, verified messages that build trust immediately
- Showcase your products with rich images and carousels
- Drive action with interactive buttons and one-click purchases
- Enable two-way conversations with consumers using responsive AI, built to understand your products and positioning
You can do all of this without asking consumers to download an app or visit a separate experience. This makes RCS ideal for high-intent, moment-based engagement across the consumer journey.
How CPG Brands Use RCS to Drive ROI
1. Promotions and Limited-Time Offers
We understand that timing is everything in CPG. RCS allows brands to:
- Launch promotions with rich visuals
- Include one-tap actions like “Find Nearby Stores,” “Get Coupon,” or “Shop Now”
- Update or follow up in real time based on engagement
Unlike static emails or ads, RCS will keep your promos alive via the messaging app.
2. Product Launches and Awareness Campaigns
Launching a new product requires more than a single impression. With RCS, brands can:
- Introduce products using carousels and videos
- Highlight key features or use cases
- Invite consumers to explore, ask questions, or engage further
This transforms standard launches into guided product discovery experiences that increase curiosity and intrigue.
3. Retail Enablement and Path-to-Purchase
CPG brands don’t always control the point of sale, but they can definitely influence it. RCS also supports:
- Store locators and local availability
- Retail-specific offers
- Click-to-buy experiences
RCS messaging bridges the gap between brand engagement and in-store or online purchase, giving people options to show how they want, when they want.
4. Loyalty and Repeat Engagement
Your loyalty programs shouldn’t live behind logins and apps alone. RCS also makes it easier for brands to:
- Send personalized rewards and reminders (birthday triggers, back in stock alerts, and more)
- Notify consumers of point totals, offers, or exclusives
- Create ongoing, two-way engagement beyond a single purchase
Because conversations persist, loyalty feels continuous and not transactional.
5. Post-Purchase and Consumer Support
The relationship shouldn’t end at checkout. With RCS, CPG brands can:
- Share usage tips and recipes
- Provide FAQs or support options
- Collect feedback and reviews
- Reinforce brand trust after purchase
This turns post-purchase moments into brand-building opportunities.
Why Messaging Works Across the CPG Consumer Journey
CPG journeys are becoming increasingly non-linear and fast-moving. Consumers discover, forget, re-discover, and decide quickly if your product is right for them at the moment. Messaging supports this reality by:
- Staying visible without being intrusive
- Preserving context across all channel interactions
- Allowing consumers to engage on their own terms
- Making it easy to move from interest to action
That’s why messaging-led funnels are increasingly replacing static campaign designs in CPG marketing.
How nativeMsg Powers RCS for CPG Brands
RCS is powerful — but success depends on execution and orchestration. At nativeMsg, we help CPG brands turn RCS into a central engagement layer across their marketing stack. With our tech solution, CPG marketers and product team members can:
- Launch branded RCS campaigns at scale
- Connect the RCS experience to paid ads, emails, and retail media
- Orchestrate messaging across the consumer lifecycle
- Measure engagement beyond impressions and clicks
- Maintain consistent brand experiences across touchpoints
From promotions and product launches to loyalty and post-purchase engagement, nativeMsg enables CPG brands to turn messaging into a truly scalable growth engine.
The Future of CPG Engagement Is Conversational
Your CPG brands don’t need more impressions, they need better moments. By using RCS as a central communication channel, brands can:
- Increase engagement and conversion
- Strengthen consumer relationships
- Improve path-to-purchase visibility
- Create experiences consumers actually remember
👉 Want to see how leading CPG brands use RCS in real campaigns? Book a free, 30-minute demo to see for yourself in a live environment how messaging-first experiences will drive measurable results across your consumer journey.