Tuesday, March 27, 2012

More CPG Brands start using F-Commerce

Here are some of recent cases of CPG brands using F-Commerece

1. Heinz’s Balsamic Tomato Ketchup and personalised soup cans
Heinz has been pushing the boundaries in terms of use of Facebook to seed new products, first launching an app to send special bottles of its Balsamic Tomato Ketchup to Facebook fans – which was then rolled out the US after a successful testing phase in the UK.

The personalised soup can app used a similar theory – that passionate fans love unique and exclusive products. People could enter a name of a sick friend and send them a can of soup with ‘Get Well Soon’ on it, choosing from the brand’s three most popular flavours.

2. Burberry Body fragrance launch
Scott Galloway, New York University marketing professor and co-founder of think tank Luxury Lab told WWD.com late last year that almost 100% of brands cite Facebook as a source of upstream traffic. In an interview, said specifically that Burberry gets more traffic from Facebook than from Google.
Burberry is at the absolute forefront of innovation within social media, one example of which is the launch of its Burberry Body fragrance last year. This example is no longer live, but it’s such a relevant campaign that we couldn’t leave it out.

A video starring CCO Christopher Bailey launched the scheme (see below) – and people could apply for a free sample via the Facebook app. Burberry then extended this to allow people to buy full-size bottles of the perfume, with great success.

3. Amazon with Facebook and Max Factor

Procter & Gamble’s Max Factor make-up was for a time being sold on a shop tab on the brand’s UK Facebook page, with the check-out taking place on Amazon.

This is an interesting example, as the purchase wasn’t completed solely within Facebook. You’d imagine that Facebook wouldn’t want to relinquish control of the commerce aspect, and that Max Factor wouldn’t want to disturb its relationships with core sellers by going direct.

Yet the removal of any problems relating to logistics and fulfillment, combined with beautiful design, made this a great match theory. The fact that it’s no longer live however, and the page now links clearly to Boots and Superdrug’s websites probably says a lot about stirring up competition. That’s not to say that such a partnership wouldn’t work for other brands.


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