Consumer demand matters, but it’s only half the battle for CPG brands. Without retailer and distributor support, even popular products struggle to earn shelf space. Success depends on connecting shopper appeal with clear business value that convinces buyers, making strong B2B messaging just as essential as consumer marketing. This edition of Plain Talk explores how to punch up your B2B messaging and strategy, so it resonates with buyers and turns more impactful consumer campaigns.

Over the past 18 months, an entire industry built on convenience had to work diligently to make itself even more convenient­­—practically overnight. The addition of delivery services, click and collect, curbside pickup, and changes in store formats, websites, and loyalty programs all had to be executed in months rather than years, and all under steadily decreasing traffic for fuel. Many of the conveniences created and habits formed are expected to stick as increasingly, consumers are expecting brands to operate seamlessly across all retail channels. In today’s edition of Plain Talk, we’ll talk through the role evolving convenience store channels should play in your brand’s omnichannel marketing plan.