Mobile devices are now more popular than desktop for e-commerce in Brazil, where smartphone users are estimated to reach 77.6 million by 2019. Yet Beverage brands are late to the game: L2’s Digital IQ Index: Beverages finds that only half offer mobile-optimized local sites.
Moreover, few of those brands offer substantive features for consumers. For example, only 21% provide maps or product locators, and a mere 14% provide links to e-commerce.
Local brand do bem is one of the few to excel at mobile, setting an example for its competitors. The tea maker’s mobile site is appealing and easy to navigate, with product pages that feature animations, videos, and nutritional information. Do bem is also the most visible brand in mobile search and secures the third-highest engagement on Instagram with frequent posts, suggesting an all-around commitment to mobile.
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