Leveraging e-commerce: How digestive biscuit brands are leveraging online opportunities

Mumbai: In today’s rapidly evolving market, the rapid growth of e-commerce has not only changed shopping habits but also transformed entire industries. From groceries to gadgets, the convenience and accessibility of online shopping have become an inseparable part of everyday life, and recent global events like the COVID-19 pandemic have accelerated this even further.

At McVitie’s, we have witnessed significant growth driven by e-commerce and Quick Commerce (Q-com) aggregators in our country. It is remarkable how these platforms have become the preferred choice of consumers. We expect Q-com to grow eight-fold by 2025, especially in the health category, offering a variety of options to suit different preferences.

What is driving this shift towards e-commerce, particularly in the area of ​​Quick Commerce?

As we return to the office after the pandemic, our lifestyles have become busier. Consumers are increasingly looking for fast deliveries and the convenience of ordering essentials with a few taps on their smartphones. Instant gratification and time optimization—whether it’s shopping, dining, or entertainment—are king.

In response to this e-commerce growth, digestif cookie brands are rapidly innovating and embracing digital transformation. They are leveraging digital marketing strategies, partnering with e-commerce giants, and optimizing direct-to-consumer channels. QR codes are driving traffic, targeted promotions are enticing shoppers, and bundling with complementary products like tea and coffee is increasing the value proposition. Joint Business Plans (JBPs) with e-commerce platforms and solid SEO/SEM strategies are further strengthening the online presence.

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

How are digestif cookie brands adapting to e-commerce?

The benefits for digestif brands are immense. Online channels facilitate wider market reach, expanding to tier 2 and tier 3 cities with localization of the offer and seamless transactions with UPI support. Consumer-centric policies like hassle-free returns increase satisfaction and build trust and loyalty.

Brands are using social media for direct engagement and feedback loops, integrating social commerce and working with influencers to promote the brand and drive sales. This omnichannel approach provides a consistent customer experience, whether it’s 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 key. New Q-Com startups and the emergence of dark stores are making deliveries faster and more efficient.

How can we use advanced technologies such as AR and VR?

In the dynamic e-commerce landscape, digestive cookie brands are leveraging advanced technologies like augmented reality (AR) to revolutionize consumer engagement and sales strategies. AR allows brands to offer personalized experiences by allowing consumers to visualize products in different settings, enriching the shopping experience with realistic simulations and informed choices. As AR continues to evolve, its potential to redefine consumer interactions with digestive cookie brands online is significant.

In addition, the integration of visual search tools, such as those on platforms like Pinterest and Google Lens, increases accessibility and convenience. These AI-powered tools allow users to search for products based on images, streamlining the biscuit search process and making online shopping more intuitive. By using these technologies, brands ensure that their products are discoverable and appealing to a wider audience.

In addition to AR and visual search tools, virtual try-ons and interactive product visualizations are changing the way people shop online. AR apps allow consumers to virtually try on products, offering interactivity that was previously limited to brick-and-mortar stores. Tools that provide 360-degree views and customizable features personalize the shopping experience, increasing engagement and satisfaction. Brands are also integrating AR into advertising campaigns, creating interactive ads and using AR filters on social media to increase engagement and potentially boost conversion rates.

What does the future look like?

As digestive biscuit brands continue to embrace e-commerce, integrating these advanced technologies will be key to staying competitive and meeting changing consumer expectations. Using AR, visual search tools, virtual try-ons, and interactive product visualizations, brands are creating engaging online experiences that differentiate their offerings and drive growth in the digital marketplace.

It’s clear that e-commerce isn’t just a trend – it’s a transformative force driving growth and innovation. With continued advancements and growing consumer acceptance, the future looks bright for digestive cookie brands that embrace this digital revolution.

This article was written by pladis Global (McVitie’s: Godiva: Ülker), India Marketing Head Pawan Jagnik