Embracing e-commerce: How digestive biscuit brands are seizing online opportunities

Mumbai: In today’s rapidly evolving marketplace, the surge of e-commerce has not only transformed shopping habits but also reshaped entire industries. From groceries to gadgets, online shopping’s convenience and accessibility have become integral to everyday life, accelerated further by recent global events such as the COVID-19 pandemic.

At McVitie’s, we have witnessed firsthand the significant growth driven by e-commerce and Quick Commerce (Q-com) aggregators in our country. It’s remarkable how these platforms have become consumers’ preferred choice. We anticipate Q-com to grow eightfold by 2025, especially in the health category, offering diverse options tailored to various preferences.

What propels this shift towards e-commerce, particularly in Quick Commerce?

As we return to offices post-pandemic, our lifestyles have become busier. Consumers increasingly seek quick deliveries and the convenience of ordering essentials with a few taps on their smartphones. Instant gratification and time optimization—whether for shopping, dining, or entertainment—are paramount.

In response to this e-commerce surge, digestive biscuit brands are swiftly innovating and embracing digital transformation. They leverage digital marketing strategies, partner with e-commerce giants, and optimise direct-to-consumer channels. QR codes drive traffic, targeted promotions attract shoppers, and bundling with complementary products like tea and coffee enhances value propositions. Joint Business Plans (JBP) with e-commerce platforms and robust SEO/SEM strategies further amplify online presence.

McVitie’s has fully embraced the e-commerce wave with tailored strategies. Through targeted promotions and enhanced SEO/SEM visibility, we have not only boosted sales but also solidified our brand’s digital presence.

How are digestive biscuit brands adapting to e-commerce?

The benefits for digestive biscuit brands are immense. Online channels facilitate broader market reach, extending into Tier 2 and Tier 3 cities with localised offerings and seamless UPI-enabled transactions. Consumer-centric policies, such as hassle-free returns, enhance satisfaction and build trust and loyalty.

Brands harness social media for direct engagement and feedback loops, integrating social commerce and collaborating with influencers for brand advocacy and increased sales. This omnichannel approach ensures a cohesive customer experience, whether online or in-store.

The momentum will continue to grow, especially in urban areas where convenience and healthier choices like McVitie’s Digestive and Hobnobs are paramount. New Q-Com startups and the emergence of dark stores are making deliveries faster and more efficient.

How can we leverage advanced technologies like AR and VR?

In the dynamic e-commerce landscape, digestive biscuit brands are leveraging advanced technologies such as Augmented Reality (AR) to revolutionize consumer engagement and sales strategies. AR allows brands to offer personalized experiences through consumers to visualize products in settings, enhancing the shopping experience with realistic simulations and informed choices. As AR advances, its potential to redefine consumer interactions with digestive biscuit brands online is substantial.

Moreover, the integration of visual search tools like those on platforms such as Pinterest and Google Lens enhances accessibility and convenience. These AI-powered tools enable users to search for products based on images, streamlining the discovery process for digestive biscuits and making online shopping more intuitive. By leveraging these technologies, brands ensure their products are easily discoverable and appealing to a broader audience.

In addition to AR and visual search tools, virtual try-ons and interactive product visualizations are reshaping the online shopping experience. AR applications allow consumers to virtually try on products, interactivity limited to physical stores. Tools providing 360-degree views and customizable features personalize the shopping journey, boosting engagement and satisfaction. Brands are also integrating AR into advertising campaigns, creating interactive ads and using AR filters on social media to drive engagement and potentially increase conversion rates.

What does the future look like?

As digestive brands continue to embrace e-commerce opportunities, integrating these advanced technologies will be invaluable in staying competitive and meeting evolving consumer expectations. By leveraging AR, visual search tools, virtual try-ons, and interactive product visualizations, brands create immersive online experiences that differentiate their offerings and drive growth in the digital marketplace.

It’s clear that e-commerce isn’t merely a trend – it’s a transformative force propelling growth and innovation. With ongoing advancements and increasing consumer adoption, the future shines bright for digestive biscuit brands embracing this digital revolution.

This article was authored by pladis Global (McVitie’s: Godiva: Ülker) head of marketing – India Pawan Jagnik