Zepto has introduced Retargeting Campaigns for FMCG@9 buyers, giving FMCG brands a new way to convert product trials into repeat purchases.
FMCG@9 campaigns have traditionally been an effective way to encourage shoppers to try a product at a low entry price. However, the bigger challenge for brands has always been converting those trial users into repeat customers.
Zepto’s new retargeting capability addresses this gap.
How Zepto FMCG@9 Retargeting Works
Brands can now target shoppers who have previously purchased an eligible product through an FMCG@9 campaign.
The key features include:
1. Target Previous FMCG@9 Buyers
Brands can specifically reach consumers who have already tried their products through an FMCG@9 campaign.
This means brands are targeting a warm audience with existing product experience, rather than starting with a completely new shopper.
2. 90-Day Lookback Window
Zepto allows brands to target eligible FMCG@9 buyers from the previous 90 days.
This provides brands with an opportunity to reconnect with shoppers while their previous purchase is still relatively recent.
3. “Buy Again” Tag
Retargeted products can receive a “Buy Again” tag, helping the product stand out when the shopper is searching on Zepto.
This can potentially make the repeat-purchase decision easier by reminding shoppers of a product they have already purchased.
Why This Matters for FMCG Brands
The biggest opportunity here is moving beyond trial acquisition.
Instead of treating an FMCG@9 campaign as a one-time sampling activity, brands can now build a journey:
Trial → Retarget → Repeat Purchase → Higher Pack Size
For example, a brand could use FMCG@9 to introduce a smaller or entry-level pack and subsequently retarget those buyers with its regular or larger pack.
This can help brands work towards improving repeat purchases while making better use of the audience generated through sampling campaigns.
How to Create a Retargeting Campaign
Brands can access the feature through JARVIS:
- Go to Campaign Management.
- Create a new Sponsored Products campaign.
- Select “Retargeting FMCG Campaign” as the subtype.
- Set the budget and city targeting.
- Zepto’s system handles bids and keywords.
- Launch the campaign to reach eligible FMCG@9 buyers from the previous 90 days.
The Bigger Opportunity
Zepto’s update makes FMCG@9 more than just a trial-generation tool.
The real opportunity for brands is to connect sampling with their broader conversion and retention strategy.
For FMCG marketers, the question is no longer only “How many shoppers did we get to try the product?”
It can now also be:
“How many of those trial users can we bring back and convert into repeat customers?”
That shift could make retargeting an important layer in the quick-commerce growth strategy for FMCG brands.
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