Customer Journey to Online Purchase (for CPG / FMCG brands)

The customer journey has grown more complex. Before making an online purchase decision, a customer may engage with your brand through many different media channels over several days. 

However, for all the focus on "social", it is interesting to note that "email" as a marketing channel plays a more effective role in "assisting" the customers in their purchase.  Assisting channels build awareness, consideration, and intent earlier in the customer journey or “purchase funnel.”

The chart below looks at CPG (FMCG) buying behavior.

The info above is part of Think Insights of Google.

Related articles

• "Call to action" on FMCG print ads.
• CPG / FMCG buying behavior is different.
• Online FMCG / CPG Retailing - it's challenges and opportunities
• The CPG Industry's Path to the Internet: As a Sales and Marketing Channel
• Integrating the moments of truth for FMCG brands.

Seamless Marketing Support from AaramShop.

AaramShop helps ensure brands can meet the marketing and sales challenges, throughout the products' life cycle, ranging from sampling to specific consumers, to selling to the same consumers and then help the upgrade them as and when the opportunity arises.

AaramShop ensures consumers can engage with brand both online and offline across thousands of neighborhood retailers. To know more talk to us.

Related articles

• Integrating the moments of truth for FMCG brands.
• Free Services Available for Brands on AaramShop
• History of f-commerce and the AaramShop approach.

"Call to action" on FMCG print ads.

A number of daily essential brands (FMCG & CPG) have started experimenting with integrating the benefits of the AaramShop platform into their digital assets and also in creating viable "call to action" on their traditional advertising initiatives like print adverts and product packs. However, some confusion persists and hence this post. 

Brands have traditionally been used to creating advertising & communication campaigns which are predominantly focused on increasing awareness & recall. 

While consumer durable print ads normally have a dealer panel where customers / readers can visit and buy or a website where the purchase could be done, FMCG / CPG ads are completely devoid of any "call to action". 

The assumption is that the consumer would be able to recall the advert in his / her next visit to a store and then will proceed to buy - leading to a gap between interest and action, and thereby inaction.

AaramShop now enables consumers to add brands that they love directly to their shopping lists - which can be used both online and offline. Once the brand is within the consumers' shopping list, re-purchase becomes effortless. 

Try the above mentioned example and write to us for more details on how we can help you modify your next advert into a shop and convert your reachability into shoppability.    

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• The Aaram Widgets will help close the loop.
• Why digital & why AaramShop
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S Oil "Here" Activation - thumbs up.

Simple but powerful thought. Well executed, well crafted for awards ;-)

A good digital campaign by Fanta.

Visit the campaign site here. Good to see the brand staying away from TVCs to focus on the core experience. The campaign encourages co-creation and conversations about the brand.

The missing bit - is the next logical step to encourage the last mile discovery of the brand. Maybe the scale of the campaign makes it too tough.  

Brand Stores on AaramShop - here is why.

EveryWhere Commerce via mobile devices.

History of Toothpaste.

Why do we brush our teeth? Who says brushing leads to better oral care? Why do we wake up every morning and head to the bathroom cabinet?

Obviously, now it is all a subconscious act. I wonder what was the situation with our ancestors? How and when did we start brushing?

Came across this rather interesting article on the secret of creating a habit and routine which I thought worth sharing.

Read it here

Now add "Shoppability" to "Reachability".

FMCG & CPG brands reach out to consumers using every media option available - both offline and online. However, what has often been missing is the possibility of translating brand awareness into action - that too real-time.

AaramShop's plug-ins now enable consumers to add the brand they want directly into their shopping list - commerce happens across touch-points and across devices.

Talk to us to understand how we enable EveryWhere Commerce.

Key consumer drivers that influence grocery buying.

This info-graphic is based on our experience, over the past few years, of influencing grocery buying using the unique hybrid model of AaramShop.  The hybrid model of AaramShop allows us to view both the online and offline buying behavior of consumers.

This info-graphic is focused on the process of buying.

Extending Shareability to Shoppability.

 

Here is our much awaited solution for all brands that have created a large community of "fans" on Facebook. Here is the next step - a step that helps the brands get into shopping lists of consumers and ensure that the product is bought regularly.

Would like to know more? Let's talk.

Digital is dead.

Brilliant.

What is The Social Customer?

What I found particularly interesting in this presentation is the increasing important of the offline connect for the customers.

Tech innovation that I love.

 

Loved the tech innovation - I believe it offers great opportunities for everyone. Just wanted to share along with a bunch of songs I love.

EveryWhere Commerce.

The ‘e’ in ecommerce no longer means electronic, it means everywhere.

Ecommerce is defined as the process of buying or selling over electronic systems, but as the shopper's experience has become more complex, the 'e' in ecommerce no longer means electronic, it now means everywhere.

The Harvard Business Review asked in 2011: "Is it an e-commerce sale if the customer goes to a store, finds that the product is out of stock, and uses an in-store terminal to have another location ship it to her home? What if the customer is shopping in one store, uses his smartphone to find a lower price at another, and then orders it electronically for in-store pickup?"

From the customers' perspective, they now expect access to the whole catalog, not just the range of goods in a particular location, and they expect this catalog to be available whenever and wherever they want it. People can shop potentially every minute of the day.

From the companies' perspective, there is an opportunity to connect with shoppers and have a much fuller relationship than traditional, mainstream bricks-and-mortar retailers ever did.

Download the full report on Future Shopper from here

Business Model Innovation.

A good guide and a thought thru' approach.

Introducing AaramOffers.

For more information on AaramOffers by AaramShop, and how they can be used by retailers visit the Channel Engagement Center

AaramOffers are hyper-local offers on grocery and daily essential products, that enable consumers to find the best offers within minutes from their homes and have them delivered at their doorstep.

AaramOffers are currently restricted to retailers within India.

 

Related articles

• From the web to the consumers' doorstep; enabled commerce for FMCG brands.
• The internet & The Local Business.
• Examining the rise and rise of e-commerce: 2013 retail trends
• The high street and ecommerce: friends, foes or something in-between?
• Reaching A Diverse Target With Your CPG Brand

The internet & The Local Business.

Local businesses and brands that use local businesses to market / sell themselves understand the power of "word-of-mouth" marketing. However, it is normally expected that the internet marketing is the domain of larger corporates and that your local store is immune to its impact. 

Contrary to that belief Milo, an online product locator, has put together this infographic that speaks volumes about the power of online reviews for local businesses.

According to the Small business Search Marketing Survey by American Express OPEN, U.S. small businesses can still count on word-of-mouth as a top way for shoppers to find them. Close behind, however, is the Internet. Local consumers now heavily rely on search engine power when shopping locally. 

This trend binds in very well with the AaramShop's strategy of bring the local neighborhood grocers online, thereby get them future-ready.

View the full infographic here

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15 Marketing Buzzwords to Stop Using - Guilty as stated!