Turning Browsers Into Buyers: 3 Smart Creative Strategies to Maximize Conversion and ROI for Your CPG Food Brand

 

As an e-commerce or marketing superstar, you want to be able to prove the commercial value of your brand’s website and digital channels. While traffic and engagement metrics could be growing fast, if conversion rates are low or non-existent, you’ll be missing out on well-deserved acclaim.

So what can you do to drive more revenue from your site?

In this blog post, we’ll share three smart ways that companies like yours are using to turn browsers into buyers:

  1. Deploying a content strategy that focuses on building relationships
  2. Creating personalised experiences to grow customer value
  3. Making your whole ecosystem of recipes, content & products shoppable

Before we get into the detail it’s worth remembering that in-store purchases are highly influenced by digital efforts in the same way as online purchases and in-store still counts for 95% of grocery spend.

 

1. Deploying a content strategy that focuses on building relationships

Engaging content that builds a relationship with your consumer has three main features:

  • It’s all about what your brand stands for and not what you want to sell.
    • 64% of consumers worldwide are “belief-driven buyers” according to Edelman. By taking a stand on social issues, food brands can influence purchase decisions. Get active on social media and share your unique (true) story. 3 tips:
      • Make sure it’s something relevant to your brand and your consumer.
      • Be in it for the long term
      • It has to be the truth. Never try to fake it! You’ll get found out.
    • It’s emotionally engaging and shares a true story behind the product. The story behind the product helps build trust between food brands and consumers. The purchase becomes about more than just what is being bought but also about why it is being bought. Brands are like friends, you like them because you share the same values and can be part of the same community.
    • The company you keep says everything about who you are. Connecting with like-minded brands or media partners says a lot to your fans and also your partners’ fans.

    3 examples of brand content we like:

     
    Example 1: Ben & Jerry’s

    Ben & Jerry’s is famous for taking a stand for social and political issues. When Matthew McCarthy joined Ben & Jerry’s as company’s new CEO, one of the things he promised was to double the social impact for the brand. Below is one example of the type of posts that B&J uses to engage their audience. Through its controversial content marketing, the brand appeals to its consumers and builds a community around the brand.

     


     

    Example 2: HERE

     

    HERE is a startup in the CPG food space that is committed to working with independent family farmers. On their story page, they share the why behind their values to engage consumers and appeal to like-minded people. They expand on this through social media posts & other channels. They also use Instagram stories and highlights (from plants and farms to recipes and Q&As) to tell the brand’s story in an engaging way.

     
    Example 3: McCormick & Tasty Partnership

     

     

    McCormick has recently partnered with BuzzFeed’s Tasty to launch a new line of products built to appeal to Gen Z and Millenials. Plus Tasty will use McCormick spices as their official spice! Strategic partnerships like this can help your brand stand out quickly among your desired audience.

     

    2. Creating personalised experiences grows customer value

    The value of personalisation is well known so why don’t more big brands do it well?

    • 80% of shoppers are more likely to buy from a company that offers personalised experiences
    • 49% of shoppers made impulse buys after receiving a personalized recommendation
    • 71% of shoppers on average express some level of frustration when their experience is impersonal.

    Well, it’s not been easy to deliver, especially with lumbering legacy systems powering big platforms. First, it takes quality content, microformatting and consistent tagging rules in place across vast quantities of content. Then you need a smart platform to power it. Finally, you need time and expertise to really make it effective and avoid horror stories like Target telling a teen’s father she was pregnant.

     

    How smart brands make their content personal

     
    Personalised meal planning

    • Recognising users to offer content personalised to their preferences will drive engagement. How often does a vegan want to see chicken recipes? Why can’t someone with an allergy be confident the recipe they like the look of is safe? Most sites treat everyone the same but introduce good, detailed nutritional understanding with smart tech and you can make these frustrations a thing of the past for your users.
    • Personalise email campaigns and recipe recommendations based on recent purchases. If someone tells you they have an ingredient in, or recently bought something, why not help them use it up while it’s fresh? Tailor recipe recommendations in your next email.
    • Use complimentary item ads to pair your brand’s product with recipes on major publishing sites. Leading food brands make advertising feel personal and native by getting the contextual targeting right. This makes your messages helpful and users happy to choose your (super-relevant) product.

     

    3. Making your recipes & products shoppable

    Now that you have engaging and relevant brand content the final step is to make sure that your consumers convert to buyers. From product pages and posts to recipes and videos, you will need to leverage technology to make all your content shoppable at the click of a button.

    Look for solutions that integrate an offline shopping list as well as online grocery integrations. Help shoppers build their shopping lists over time and then checkout everything in the same store visit or transaction.

    Shopping lists adapt to your user’s preferences, help compare prices and speed up the whole shopping experience. They can even lock selections to your particular brand. By helping shoppers choose your product before they get to the price-driven fixture environment in-store is a great way to win the battle against own label in promotionally driven categories.

    Related use case
    Shopping list for brands

     

    How brands are minimizing lost conversions

     
    Pillsbury shoppable products

    If you’ve built an awesome product page, you must not let it go to waste. Without a way for consumers to add your products to the basket or shopping list, you’re losing valuable sales. Here are some scenarios you want to have in place:

    • A good scenario: you have built awesome product pages and have a button to make the products shoppable.
    • Better scenario: you also publish recipes and make both your products and recipes shoppable.
    • The best scenario: both your recipes and products are shoppable plus your social posts, emails, and more.

     

    Conclusion

    By implementing the strategies outlined above, you can be sure you are engaging consumers every step of the way. This is the reason why brands are embracing shoppability at every touch point – whether it’s an Instagram post, a video or a recipe on your brand website, every touchpoint is an opportunity to sell your product.

     

     

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