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 …

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…