Baking & Snack - May 2022 - 43

start putting their products online.
Mr. Gagliardi said it's critical brands
first get their distribution set up
properly on whatever channel they
choose.
" If it's a pure-play like Amazon,
you have to make sure you get listed.
If it's with these omnichannel retailers,
you have to make sure that they're
bringing their in-store assortment
to online, " Mr. Gagliardi explained.
" Once you gain your distribution,
that's when you need to go back and
cultivate your product detail page. "
This detail page includes a product's
description, title, packaging,
ingredients, benefits,
company
story and more, and if done right,
will help a brand stand out from its
online competitors.
" Brands need to own that process, "
Mr. Gagliardi emphasized.
" Once you own that presence and
own what your packaging is now in
the online space, then what you finally
need to do is drive awareness
and drive consumers to that product
page so they can actually buy you. "
Consumers' online loyalty makes
driving this brand awareness especially
important. When it comes to
groceries, shoppers aren't re-shopping,
they're rebuying off their previous
grocery list, Mr. Gagliardi said.
Once customers start buying a certain
product, they're going to keep
buying it unless they have a bad experience
or the product is out of stock.
" That online presence is really
the tip of your marketing spear, and
if it's not done right, or if it's done
by someone else, then you're really
losing a significant part of marketing
to specific consumers, " he said.
" If you're not utilizing e-commerce
as not just another sales channel
but also a media channel, then you
really are opening yourself up to
a lot of competitors winning that
purchase. And once they win that
purchase, they're more likely to win
the next purchase. "
B.T.R. Bar, San Francisco, for
Full custom solutions that
are designed with your
operational processes
in mind.
The technology and
experience to
increase efficiency
and profits.
Material
Weighing/Batching
Process Control/Automation
VISIT US AT
BOOTH 5627
" [AMAZON] IS A MUST-WIN FOR ALL BRANDS
AND ALL CATEGORIES, ALTHOUGH IT MIGHT
NOT BE THEIR NO. 1 REVENUE DRIVER. "
Erin Heikkinen, Advantage Digital Commerce
IS YOUR PROCESS
HURTING PROFITS?
STERLING SYSTEMS AND CONTROLS, INC.
AUTOMATION, BATCHING & WEIGHING SPECIALISTS
815-625-0852 * sci@sterlingcontrols.com * www.sterlingcontrols.com
http://www.sterlingcontrols.com

Baking & Snack - May 2022

Table of Contents for the Digital Edition of Baking & Snack - May 2022

Baking & Snack - May 2022 - Intro
Baking & Snack - May 2022 - 1
Baking & Snack - May 2022 - 2
Baking & Snack - May 2022 - 3
Baking & Snack - May 2022 - 4
Baking & Snack - May 2022 - 5
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