http://ift.tt/2wQH5gu How Clorox scored a win through Amazon
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BI Intelligence
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The Clorox Company — whose brands encompass Burt’s Bees, Brita, and Glad — has been ramping up its digital marketing efforts, especially via paid search on Amazon, Digiday reports.
This strategy has led to a 50% lift in e-commerce sales — defined as digital sales occurring outside its own site — and an increase of 98% on Amazon alone.
Paid search on Amazon is a smart strategy, as approximately 55% of consumers begin their product search on the e-commerce site. Using paid search is an efficient way for Clorox to make its products easier for consumers to discover, particularly in an increasingly competitive environment — Procter & Gamble’s e-commerce sales are now almost 5% of its top line, while Clorox generates about 4% of sales online. Moreover, fast-moving consumer goods (FMCG) are increasingly being purchased online, so FMCG companies without a strong online presence may lose sales to retailers with popular in-house brands, such as Walmart.
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See Also:
- Amazon is hinting at a potential entry into pharmacy
- Here’s how Amazon’s and Apple’s new smart speakers stack up with consumers
- AI IN E-COMMERCE: How artificial intelligence can help retailers deliver the highly personalized experiences shoppers desire
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October 12, 2017 at 01:54PM