There’s a misconception that a digital presence for a CPG grocery product is not as important as one would be for an e-commerce brand or digital brand or service brand. This is simply not true and below I’ll give you four reasons why it’s absolutely necessary.
A digital presence is more than a website. It is about being where your customers are when they need something from you. From discovery through Google Search to seeking validation and credibility through opinion sharing on Facebook or Yelp to gaining a deeper understanding of the product on the website. You need to understand your core customer and be in the places they frequent the most. You need a touch point at each stop along the path.
Four reasons for a strong digital presence:
- Location, location, location. The average American spends more than 50 hours a week on connected devices (tablet, phone, computer). The average American spends 50 minutes a day on Facebook. Compare those time sucking activities to the average time spent in a grocery store per week: 41 minutes. So where are you most likely to get discovered and/or engage with consumers? By simply being on shelf? Or by being immersed within the channels where they seek information and play?
- Convenience. We’ve become accustomed to getting the information we need when we need it–a.k.a. immediately. Having a strong digital presence makes the information your customer needs to convert to a sale, or keep them from abandoning the brand, within reach at all times.
- Advocacy. When you’re faced with new, what’s the first thing you do? Ask someone if they’ve tried it of. Guess where this is happening now…online. Or when you discover something new and amazing, what do you do? Share it! Tell your friends.
- Credibility. This could range from customers wanting to make sure you are a legit business to making sure you are not part of the dreaded 10 (most food is controlled by these 10 companies) – that you are indeed the authentic brand you are portraying.
You should be where the consumers are. Period. 84% of the US population access the internet. I’m going to assume the 16% that doesn’t isn’t old enough or is Amish. You should put significant emphasis on your digital hub, your website, because this is a property which you own and control. I’ll leave you with this–people are contributing to your presence via reviews, social posts, rants, forums, videos, photos, etc. So is being apart of that a good defense? Offense? Either way, I think it’s just good sense.
