eBook: 5 Proven Marketing Strategies for Challenger Brands

The rapid adoption of digital technologies and evolving shopping behaviors are transforming the CPG industry. Never before have smaller, ”challenger” brands had this level of opportunity to quickly respond to changing consumer preferences and bring their products to market both online and in-stores.  However, with that opportunity comes many new challenges. Challenger brands must compete for wallet share against the more established corporations with big budgets, extensive distribution and established brand equity, as well as against many of the ”new” players that are marketing themselves similarly. How can challenger brands reach new customers to build awareness, drive engagement and ultimately sales of their products in the face of with limited marketing budgets and big competition?


Here are 5 proven marketing strategies for challenger brands:

1. Reach new customers before they even enter the store with engaging video content
2. Communicate with customers in-store and stand out at shelf
3. Incentivize purchase without eroding your profit margin by offering rewards not discounts
4. Gamify the shopping experience to keep customers coming back
5. Effectively track an omnichannel campaign for deeper consumer insights


To learn more, check out our eBook.




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Dima Volovik

EVP of Product and Engineering

Dima Volovik is the EVP of Product and Engineering at Trax Retail — Shopkick.

Dima Volovik is the accomplished product and engineering leader who led teams to deliver innovative and commercially successful e-commerce products, marketplaces, and enterprise solutions for Amazon, Comcast, Fandango, and Universal Music. Before joining Trax, Dima was the Director at Amazon, where he led product development and Engineering for Amazon Appstore and Amazon Prime Video, CTO at Fandango, and Paciolan, head of technology at Golf Channel/Golf Now, and Global VP of Direct to Consumer Technology at Universal Music Group. Dima’s expertise includes developing consumer products, marketplaces, and enterprise solutions.

Dima grew up in Baku, Azerbaijan, where he received his MS in Electrical Engineering from Azerbaijan Oil Academy, and he currently resides in Los Angeles, California, with his family.