Despite representing just 5.3% of FMCG sales, e-commerce in France grew a staggering 54% in 2016, indicating that online sales represent a crucial opportunity for brands. However, few FMCG brands in France invest in online brand-building and promotion beyond traditional display ads. The top performers in L2’s Digital IQ Index: FMCG France scale up their digital investments to match the expertise of emerging online players, including eco brands and online pharmacies.
1. Pampers Digital IQ: 161
Despite limited e-tailer handoffs, Pampers maintains top visibility across all e-tailers, including Amazon. The brand is second only to L’Oréal Paris in display advertising reach, and its easy-to-navigate mobile site has the second-fastest load time of all FMCG brands.
2. L’Oréal Paris Digital IQ: 159
The Index leader in display advertising and category leader in unbranded search, L’Oréal Paris advertises on four of the top 10 most visible domains for hair care search terms. The brand’s best-in-class social performance produces unmatched engagement across all platforms, even with average post promotion levels on Facebook.
3. Always Digital IQ: 158
From a digital marketing standpoint, Always scores high marks, achieving the best performance in unbranded search for the feminine care category and the second-highest count of desktop impressions, earning over 450 million in the last six months. Always also boasts higher share of page on Amazon than any other Index brand.
4. Garnier Digital IQ: 149
Unlike most Index brands, Garnier maintains an on-site store locator with geolocation that even provides driving directions to stores. The brand also has one of the best digital marketing strategies in the Index, combining a heavy investment in display advertising with a strong branded search performance.
5. Gillette Digital IQ: 147
Gillette displays best-in-class performance on Amazon, with product pages that make full use of the site’s merchandising features and double the average brand’s visibility in unbranded search. On mobile, product pages are easily navigable and incorporate cross-selling features.
6. Oral-B Digital IQ: 143
Oral-B leads the oral care category in unbranded search visibility. The brand’s prolific advertising campaign on Amazon drives customers to the brand store, and it appears on 95% of relevant category pages on the e-tailer.
7. Philips Digital IQ: 139
The brand’s global YouTube account is one of few FMCG brand channels to achieve major search visibility. Additionally, Philips provides the best overall mobile experience across site, search, and advertising.
8. Nivea Digital IQ: 133
Nivea’s strong site is supported by a best-in-class account experience. The brand also has a strong presence on Monoprix and Carrefour.
9. Signal Digital IQ: 129
Signal is the smallest brand with DTC e-commerce and third-party handoffs, demonstrating the accessibility of this strategy. Cementing the link between content and commerce, Signal’s YouTube videos link to an e-boutique.
10. Braun Digital IQ: 128
Braun garners strong first-page visibility on Amazon and Cdiscount, maintaining its top-of-mind spot for consumers. Additionally, its desktop site translates effectively to mobile.