There’s been plenty of chat in the digital marketing media about the emergence of the ‘Buy Now’ button – we’ve done it too. We’re talking Pinterest, Facebook and Twitter, Google and Amazon… the ability to go from your social media or search platform directly to a sale.
While Silicon Valley companies battle for the brand disloyal shopper on the internet, brands who sell products through online retailers – food and FMCG companies are a great example – should be looking at this new trend closely.
Many FMCG brands eschew direct ecommerce through a brand website, but the technology exists to make your digital assets money-making assets: to let consumers buy your products from your retail partners in just a couple of clicks.
The idea around ‘Buy Now’ and direct commerce is the creation of a streamlined purchase experience, regardless of where the purchase takes place. While Google hopesto make money through cutting out the middleman, savvy FMCG brands can monetise existing content and actually embrace the middleman.
With the best product knowledge and strong content on-site, along with brand-loyal customers and branded traffic hitting their website, brands who don’t sell directly can still play an important role in the purchase journey. BuyNow technology lets brands refer (and track) sales leads to retailers, and ensure they don’t waste the hard work they’ve already put into their digital strategy.
According to L2, food brands are already giving a reasonable shout-out to their resellers. 76% of food brands they tracked had a store locator; 45% were displaying the retailers that carried the product on a map.
Online grocery shoppers are unlikely to start buying food directly from brand websites (Amazon and the major supermarkets are cornering that market) but that doesn’t mean food brands can’t take some more control of digital commerce. They can direct consumers to the right place, build partnerships with retailers, and provide the sort of slick buying experience that today’s consumer has come to expect – allowing people to ‘Buy Now’ and not later.