A common construct for consumer packaged goods (CPG) marketers is to divide the buying cycle into stages: before the store, in the store, and after the store. But what happens when the consumer is rarely (if ever) going "in the store" at all when e-commerce becomes the primary path to purchase for highly impulse-driven CPG products? 

Our CEO, Jennifer Silverberg, recently shared a few things with Total Retail that CPG marketers should consider for their 2021 marketing and e-commerce plans. 

 

VIRTUAL BUNDLES = SMARTBUNDLES

Did you know that SmartCommerce can bundle anything that the retailer sells … even things that are not from the same brand? The idea is that you want the bundling to be helpful … to decrease the amount of thinking/work on the part of the user … and if you put too much in the bundle, you complicate the decision, and you get fewer clicks.

For example, on recipes, we’ve found that you get the most carting when you limit the carting bundle to the key items – and the ones the shopper is least likely to have on hand. Fun fact: many clients have told us that their bundle links have higher CTRs than single-product links.