Unlike most other sectors, fast-moving consumer goods brands have limited e-commerce opportunities. As consumer demand for content increases, here’s how FMCG brands in the UK are faring.
Though product pages drive the lion’s share of traffic to brand sites, content is quickly catching up according to Gartner L2’s Digital IQ Index: FMCG UK. E-commerce links on product pages are nearly ubiquitous, but their sophistication and effectiveness vary significantly. That said, FMCG brand sites, in particular, are best suited to educational content. And though this kind of content might not come off as a money-maker compared to commerce-centric product pages, they’re gaining in popularity of use because they build a digital presence without being pushy, can be a stepping stone to purchase, and perhaps most importantly, teach consumers how to use an item, not just what it is.
Home care brands tracked in Gartner L2’s study lead with three times more content page views than their personal care counterparts due to a more established content presence on home care brand sites. Home care brands are also the most consistent in funneling customers toward e-commerce, with 70% of brands linking their content to product pages. Alternately, half of these brands also link to content from product pages.
Brands in other categories can adopt this behavior to facilitate the customer journey through the site. While more costly, PriceSpider is the most effective tool to push consumers toward an e-commerce enabled environment. Brands should consider these tools’ effectiveness and decide if investing will benefit their particular site strategy. After educating customers with site content, ensure a clear path to purchase or product discovery exists, consistently linking to product pages from content pages and vice versa. As consumers continue to show an increased appetite for educational content, brands in all major categories—personal care, home care and OTC—need to invest in “how” as well as “what”.