Birds Eye is stepping up its e-commerce efforts by rolling out technology that allows shoppers to add products to their online baskets straight from a variety of advertising channels.
The tech - embedded into ad content such as banners and video - is ‘retailer agnostic’, offering consumers a choice of mult when they click to buy. Tesco, Sainsbury’s, Asda, Morrisons, Waitrose and Ocado have so far signed up, with Iceland and indies being eyed by developer Constant Commerce.
The tech uses a continuous line of code called an API feed to recognise ingredients of recipes featured in the brand’s ad content. So, for instance, shoppers are able to buy other suppliers’ buns, relish and salad to accompany Birds Eye burgers.
Prices are in real time, and there is the opportunity to trade up on pack sizes or switch from own-label to branded. Users never have to leave the environment where they first clicked, replicating impulse purchasing in an online environment.
Birds Eye’s first aim is to convert all its Facebook content. There are currently some media-buying restrictions on using the software via the social media platform, but they are expected to be overcome by the end of this year.
“The main ambition is to have our entire digital ecosystem shoppable by 2017, which is a real game-changer for a brand that currently overtrades in e-commerce sales,” said Luke Purcell, Birds Eye UK digital marketing manager. This would create an additional 22 million “opportunities to buy”, he added.
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