CPG E-Commerce Revolution?

25 06 2009

UPDATED NEW LINKS August 31, 2009

The mesmerizing promise of milk, Mallomars and maple syrup via modem is as old as the Internet itself.

alice_logoIt’s powerful, exciting stuff:  When I was a partner in the digital agency I founded, Brandscape,  we worked for a really smart Boston-based company called ShopLink.

It felt like we had a shot at changing the world. Or at least the pantry. (Hey, you gotta start somewhere).

But, ShopLink hit the same wall that most of the others hit: doing this right turns out to be a very expensive proposition. is different in a lot of ways. Specifically:

  1. It offers big-box (read “Wal-Mart”) prices and free shipping.
  2. It has a different business model than traditional e-tail. They take no markup. Instead, collects a fee from CPG manufacturers for shipping products out, and passes customer data back to the manufacturer.
  3. Manufacturers set their own prices.
  4. They have signed on 5 of the top 10 CPG companies.

A Weiden + Kennedy blogger makes an interesting and smart point here about how “ uses coupons to create value and urgency using three variables — number of personal uses each coupon afforded, the offer expiration data, and the remaining number of available uses for the offer”.

The iCPG Unofficial Link Round-Up

Here’s a link round-up and some screen shots, for when your Boss strolls into your office and says “you’re totally on top of this thing, right?”

Alice.Com Screen Shots





One response

25 06 2009

Thanks for this awesome write-up! We’re looking forward to the CPG revolution and making sure no one runs out of toilet paper again :)

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