Every day at ChannelSight I speak to prospects and customers at various stages in the ecommerce marketing maturity curve. I can quickly identify what stage in the maturity curve a company sits at in our initial conversation. In fact we are hosting a live webinar on the topic next month.
One of the key indicators of maturity is whether a brand is using a Where to Buy solution. A Where to Buy solution helps brands drive more online sales by connecting your online consumers, through a tracked ‘Buy Now’ button that is placed on the brand’s website, or digital asset, directly to online retailers such as Amazon, Tesco, or Target, to complete their purchase.
When a consumer clicks on one of our ‘Buy Now’ buttons on a product on a brand’s website or digital asset, they will then be presented with all the available online retailers that stock the product. Once the retailer is chosen, the consumer will be redirected to the product page on that retailer site in just one click.
In an age where customer experience is king, providing an experience like this for your customers is a winning strategy for brands. A Where To Buy solution minimises the steps in the consumer journey and delivers a frictionless experience for the consumer from the brand site to the purchase point on the retailer website.
How does it work?
Our ‘Where to Buy’ solution works by first identifying your entire product portfolio, or your product catalog. We ingest that information into our “Where To Buy” system. Then, we begin the process of engaging with the brand’s chosen retailers. Each day the brands product catalogue will be crawled, creating a match between the retailer’s page listing of the product and the brand’s own website listing of the product. In addition, we can pick up and collect added information from retailers such as price, stock, ratings and reviews and feed this back to the brand website.
We provide brands with a widget/lightbox that can be placed on your website. This widget pops up when a consumer clicks a ‘Buy Now’ button on your product, and all retailers that are available will be displayed in the widget, giving the consumer multiple choice of retailers from which they can purchase their product.
ChannelSight Where To Buy Customers have full control over their instance of the tool. Our customers can build custom rules around how to display the retailers to your consumers. For example, the order the retailers appear in, the number of retailers to display, product description and information around price, stock and ratings.
On surface level, it’s a simple implementation, but there’s a lot going on in the background. Recently our CTO wrote a piece on how we deliver excellent data quality at speed and at scale and our ability to scale through automation while maintaining quality in our solutions.
How does a Where To Buy solution benefit my brand?
In the extremely competitive ecommerce space it’s a constant battle to build consumer awareness of your products online. After you build this awareness the challenge is in keeping the user interested or remaining engaged enough to move down the purchasing funnel.
Frictionless Path To Purchase
A “Where To Buy” solution helps move consumers more swiftly down the funnel. The solution provides a frictionless path to purchase for anyone that is in that consideration phase of the funnel to the point of conversion at the retailer site, bypassing competitor distractions.
Eliminating Competitor Distraction
Competitor distraction is a huge concern for brands selling online. A Where To Buy solution provides a direct path to purchase from a brand site or digital asset to the point of purchase, removing this risk of competitor distraction.
Actionable Insights for future optimisation
Not only does the consumer experience benefit from utilising a Where To By solution, the added benefit for the brand is the deep analytics that can be derived from the consumer activity, once Where To Buy tracking is placed on a brand’s Buy Now buttons.
ChannelSight analytics will measure and provide meaningful analytics across the entire path to purchase. There are multiple variations of reporting intelligence that can be derived from these analytics, answering many questions the brand might have including:
- Which retailer is performing or converting traffic at a higher rate?
- What did my customer ultimately purchase? With many retailers, brands can access an itemized breakdown of the shopping basket where branded items can be identified alongside non branded or competitor items.
- If my customer didn’t purchase my product, what did the customer purchase? Where did I lose the sale? A Where to Buy solution can Identify non-brand items that may be substituted, complimentary products or competitors’ products that were purchased either alongside or instead of your product.
Is Where To Buy right for you?
If you are curious to learn more about how Channel Sight’s Where To Buy Solution can help you achieve your ecommerce goals, book a demo today with our team to see how our ‘Where to Buy’ solution could work for you.
Global Brand Consultant