Online retail
Be different
Online retail requires as much attention as mainline retail
Big CPG (Consumer packaged goods) brands are ignoring digital channels. They focus on physical retail. 2% of gum sales in physical stores is from smaller brands, while 33% of online sales is of smaller brands.
Brand planner and media strategist Shane O Leary wrote, “The problem is brands have an old lens on e-commerce. They view it as the end point of the customer journey, the bottom of the funnel, rather than thinking about it as a key part of the whole journey.”
CPG brands do not create distinctive brand’s code (logo, colours, country, tagline etc) online. The websites are bland with a boring copy. Big businesses do not work on improving the online experience: reviews, listings, product shots, page copy, search, user experience. Big brands ignore that modern shoppers move from one channel to another before deciding to purchase, and digital makes an important part of the user journey.
Small businesses should not replicate their offline business practices for online. Digital availability (breadth and depth of online distribution) is as important as physical availability (breadth and depth of physical distribution) and mental availability (the probability of a consumer noticing, recognising and thinking if your brand in a purchase situation).
Know more: Is online marketing the new rent Link
