Article

Stuart Sankey
Stuart Sankey 14 March 2016

What Can FMCG Brands Do To Drive Purchase Via Mobile?

It is clear that there is great potential for mobile to become a tremendously important engagement channel for FMCG. It is already influencing consumers’ purchase decisions – but needs to focus more on driving actual sales.

66% of adults own a smartphone and on average spend almost 2 hours online using it every day.

What Are FMCGs Currently Using Mobile For?

Many FMCG brands active on mobile are predominantly using the platform to deliver ads. This is missing a huge opportunity. Rather than thinking of mobiles as small screen televisions, brands should embrace the potential for interaction with their consumers.

Brands can now deliver compelling and engaging experiences, as well as a call to action, that result in consumers purchasing products at a nearby location. This is the potential for FMCGs and mobile.

What Should FMCG Brands Do?

* Most importantly, brands need to recognise the true potential of mobile and create plans that focus on potential consumers in or close to their ‘buying phase’. It is at this point that the mobile phone can be far more influential than any other platform – whether the consumer is ‘impulse’ shopping, or researching prior to a ‘planned’ shopping trip.

* Brands should ensure that their products are integrated into relevant apps (such as product discovery or shopping list apps) which incorporate geo targeting and highlight local retailers that stock their products.

* Brands should also give their consumers very clear opportunities to buy or try e.g. through cashback apps or through integration with loyalty schemes.

*Finally, brands should apply test & learn budgets to various mobile engagement executions to establish what works for their brand and their consumers.

Quotient Technology (formerly Coupons.com) has recently launched Shopmium in the UK, a mobile-first proposition that enables FMCG brands to win on mobile. For more information, contact me at ssankey@quotient.com.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Infographic: The State of Product Discovery 2023

Infographic: The State of Product Discovery 2023

New research from London Research and Attraqt explores the latest trends around product discovery in digital commerce, covering site search, merchandising and personalisation.

Linus Gregoriadis
Linus Gregoriadis 25 May 2023
Read more
The Use of Chatbots in Improving Customer Experience and Brand Engagement

The Use of Chatbots in Improving Customer Experience and Brand Engagement

Chatbots have become increasingly popular in recent years, and have been used by many businesses as a tool for improving customer experience and brand engagement. A chatbot is a computer program designed to simulate...

Brack Nelson
Brack Nelson 18 May 2023
Read more
The Top Ecommerce SEO Trends for 2023

The Top Ecommerce SEO Trends for 2023

As we approach the midpoint of 2023, ecommerce businesses face an increasingly competitive landscape. To stay ahead of the game, businesses must focus on optimizing their online presence for search engines. Here are...

Jagdish Mali
Jagdish Mali 23 May 2023
Read more