However, this insistence on trying to force unnatural behaviour by driving consumers to FMCG brand websites is puzzling.
It means brand owners must independently invest heavily in online and traditional media to target potential customers and get them to visit their website where they can then engage them further in the brand, sign-them-up and capture consumer data.
All of these benefits can be more easily achieved, and for a tiny fraction of the cost, by taking a more natural route aligned with shoppers’ behaviour and attitudes.
Brands share shelf space in store and in Google search listings, so why not share space with other brands on an aggregated promotional website?
Any snobbery that pooling brands together online may be somehow demeaning to the brand fails to appreciate just how sophisticated and creative multi-brand promotional sites can be.
The right digital platform will offer advertisers a positive brand association as well as all of the same engagement tools valued by brand owners running promotions on their own websites, all of which can also be combined with a printable coupon to drive measurable in-store sales.
In the FMCG sector, winning new customers is a challenge. Finding and engaging them doesn’t need to be hard work, idly frittering money on expensive online and traditional media, but rather responding to what shoppers truly need and where they are already spending time online.
Jo Malvern, product and marketing director, beforeIshop