POP On Site enables brands to direct sales to retailers
Swaven have just released a new POP On Site (Point Of Purchase) solution which makes brands websites shoppable. This is particularly interesting for brands who don’t have an ecommerce website as it supports their retail partners.
The new format does not require any modifications in the sites and has already been deployed by Jean Paul Gautier and Kenzo internationally.
Once the POP On Site solution is activated, a ‘buy button’ automatically appears on the brand’s product pages. By clicking on it, the consumers discover the different online and offline resellers of the desired product and get redirected in one click to their chosen shop to purchase it.
“Our POP technology boosts the performances of brands’ digital campaigns and further reinforces them with artificial intelligence. We have developed an extremely fast and simple way to implement the solution on brands’ websites to ensure marketers gain maximum profit for minimum effort. By using the POP solutions across all contact points with the consumer, marketing directors can finally control the concrete impact and profitability of their digital investments by channel and by campaign.”
– Laurent Quatrefages, co-founder and CEO of Swaven
Viewing the Jean Paul Gautier website from Berkshire, options are offered to purchase online from Boots, Debenhams and Fragrance Direct. It is particularly interesting that POP on Site also offers the ability to drive traffic to retail partners physical high street stores. Jean Paul Gautier offer consumers a further option to purchase locally at Boots with a “Locate” option which opens up a map of the retailer’s locations in the vicinity.
In addition to accelerating sales, POP On Site presents numerous key advantages for brands and their agencies, such as:
- Significant reduction of implementation time and costs
- Easy and centralised deployment, for all languages and countries a brand is active in
- Customised look & feel of the solution to offer an optimised customer experience
- Audience tracking by acquisition channel & access to detailed first party data
- Automatic detection of products, no interaction from the brand required
Whilst this innovation is aimed at brands, it will ultimately benefit those retailers to whom traffic is directed as they will be most likely to realise additional sales. It also enables brands to directly convert traffic to their websites without competing with their retailer partners.