Skip to main content

SmartCommerce brings the impulse-buying experience online for CPG brands this holiday season

With Black Friday only four weeks away, most online retailers already have their holiday strategies in place, aiming to pull as many e-commerce dollars as possible between now and the end of the year. And while most online shopping this season will center around gift items like toys, electronics and clothes, CPG brands will also be vying for their own slice of the holiday e-commerce pie.

Consumer packaged goods (CPG) — products you would normally pick up at the grocery store — are not the first thing consumers consider when making out their list of online purchases for the holidays, but online buying trends for CPG markets are changing.

As more stores offer “click and collect” options (buy online and pick up in-store), and more CPG brands open up to selling on Amazon, consumers are adding more CPG products to online holiday shopping lists.

According to 1010data’s “Online CPG Industry Report,” released back in March, online CPG sales grew 36 percent between 2015 and 2016, reaching $10.4 billion.

The report found that the top three CPG categories — health supplements, pet care and cosmetics — each generated more than $1 billion in sales during 2016, and that CPG sales grew twice as fast as total e-commerce sales for the year.

“So many of the consumers are moving online to purchase CPG products, but they don’t shop the same way that they shop in the stores,” says Jennifer Silverberg, CEO of SmartCommerce.

In 2013, Silverberg was CMO for Channel Intelligence when Google acquired the company and used its technology to help power Google’s Shopping Ads. Silverberg says she and her colleagues realized that the same kind of technology behind Channel Intelligence’s platform could be applied to new online opportunities for CPG brands.

The result was SmartCommerce, an e-commerce platform designed to deliver more conversions for CPG brands.

As CEO of SmartCommerce, Silverberg says her team wanted to take the same impulse-buying experience a shopper may have in-store and move it online.

“We want to make it easy for consumers to get a product into a cart. We don’t want to put four or five steps in between, and get them lost on the way,” says Silverberg, “And probably, during the holidays, it’s easier to get lost on the way to purchase than any other time of year.”

Silverberg says one of the things they’ve learned about the CPG market is that it is a very impulse-driven category. Her company is a response to the CPG brands wanting to recreate that impulse buy in a digital environment.

Working specifically with CPG brands, Silverberg says the traditional packaged goods space is the first to make the e-commerce jump within the CPG categories because that’s what consumers are buying more of online.

“The pure impulse buys — the chips, the candy, the stuff that doesn’t make it onto a typical grocery list, or the things that must depend on somebody seeing them in the store, and saying oh yeah, I meant to get that — they’re the ones that are the most eager to figure out how to drive online sales,” says Silverberg.

According to the CEO, brands are using SmartCommerce to enable consumers to buy online the way they buy things in the store — on impulse.

“If you make me want something online, why on earth would you do that and not give me an easy path to be able to act on it?” asks Silverberg.

The CEO says clients are finding unique ways to use SmartCommerce technology this holiday season.

One brand has designed a “virtual bundle” of items on Pinterest for a candy-craft project — making it possible to cart the jar, the ribbons to decorate the jar and the candy that goes into the jar, all in one click.

Another unique use of the technology is three different brands coming together for one promotion, allowing online shoppers to cart all the ingredients needed to make green bean casserole.

“Del Monte Foods has partnered with Campbell’s Soup and French’s (which is now McCormick) — so three completely separate manufacturers working together at Christmas time,” says Silverberg.

In the store, the promotion would be a cardboard kiosk a shopper may see in the canned vegetable or soup aisle, with all three branded products displayed together. SmartCommerce has helped turn that experience into a virtual shopping experience, allowing consumers to cart all the ingredients together at once.

“They’re getting creative,” says the CEO, speaking to how brands are using SmartCommerce, “It’s been fun to watch.”

In the release announcing 101data’s industry report, the company’s senior vice president of marketing, Jed Alpert, emphasized how e-commerce is no longer an afterthought for CPG brands.

“All CPG brands need to understand how consumers are shopping in their categories and consider how e-commerce can help deliver a better experience and complement in-store sales,” said Alpert.

With industry experts forecasting new record numbers this holiday season, e-commerce technology platforms like SmartCommerce — combined with CPG brands being more strategic online — will only add to this year’s holiday e-commerce push.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…