While FMCG have historically relied on e-tailers and retailers for distribution and even brand discovery, more are investing in bringing visitors to their own digital properties. In several cases, conglomerates are leveraging synergies and bringing users to their enterprise site in lieu of a brand-specific URLs. A quarter of brands in L2’s FMCG Index do not have their own site and rely on a subsection on an enterprise.

However, not all brand sites are created equal. Procter & Gamble’s Envie de Plus and Unilever’s Ma vie en coulours both generate over half a million monthly unique visitors while Colgate-Pamolive’s multi-brands enterprise site and Unilever’s enterprise information site receive just tens of thousands. The differentiator is content: Envie de Plus and Ma vie en couleurs both post useful content like cleaning tips and wellness advice. Customers can log in to store their preference and products they like to create a personalized site experience. Additionally, those who login are given coupons to encourage visits and engagement.

In contrast, Colgate-Palmolive’s enterprise site content consists of limited product information and limited opportunities for engagement and data capture.

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