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Director & Founder at eEnablement - Online Interim Management & Consultancy
29 May 2011 20:28pm
Am interested in case studies or reports on FMCG brands developing their own direct to consumer ecommerce channels, including social commerce and mobile. Any pointers gratefully received.
CEO at Econsultancy
10 June 2011 19:56pm
Have a look at:
http://www.marketingweek.co.uk/sectors/fmcg/gsk-develops-online-store-to-boost-insight-and-marketing/3018173.article
www.lucozadeshop.com
www.gskdirect.co.uk
Director & Founder at eEnablement - Online Interim Management & Consultancy
14 June 2011 20:54pm
Thanks Ashley. I also came across following from posting from Dave Chaffey:
Dave Chaffey Interesting: P&G Launch 6 New Facebook Stores-would you buy a shaver on FB? Are they "live learning labs" or is this BS? http://ow.ly/5h9Lj
CEO at Econsultancy
14 June 2011 21:24pm
@Tony Thanks, yes, interesting.
Digital Marketing Manager at BenAcheson.com
15 June 2011 15:56pm
Hi All,
FMCG big brands have a lot of potential in social media channels - but it needs to be approached with engagement as the primary goal.
You may find this useful:
http://redcubemarketing-blog.com/2010/06/23/case-study-crunch-fmcg-social-media-case-studies/
Managing Director at Progenit
16 June 2011 08:29am
The interesting ones to find are the "small" specialists where there is a high-level of engagement with the purchase. Rather than big sprawling FMCG. The electrical brands where the price point is higher are a good place to look for clues; www.dyson.co.uk being my favourite example (I like that better than Apple).
What all of them have to deal with is the pricing and conflict challenge.
The business case for creating the ‘direct-to-consumer’ propositions is a little tenuious – even if you believe in the learnings and insights. Which is hard to believe. FMCG brands would be better looking at how they work with the grocers online to achieve this - i.e., driving digital shopper marketing is 100x more valuable than "direct" here.
Lots of talk of “selling on Facebook” but none of this feels material yet. And again driving to existing sales channels would seem to be the way forward.
If the question is about how could FMCG brands be using online to drive sales then working looking at:
- digital shopper marketing; using
- emerging retailers – Ocado, Amazon (for FMCG) check out the subscribe-and-save offer – very nascent but you get the idea
- mobile promotions and ‘shopper activation’
- connecting brand communication activity with database building, social engagement and selling (through which ever channel).
- direct-to-consumer e-commerce is on the end of that list
Engineer. at JK Infotech
22 June 2011 13:39pm
Thanks for the information!