Innovative Shopping
For Alice.com (www.alice.com), helping more than 600 consumer packaged goods (CPG) brands better connect and engage in direct conversations with consumers is of the utmost importance. As an e-commerce site and online marketplace for household essentials, the platform never fails to innovate the shopper experience.
“The CPG brands we work with on a daily basis have a heightened interest in building relationships with their end consumers,” says Greg Kaldor, vice president of Advertising Sales, Alice.com. “I help make sure they are aware of all of the different ways that the Alice.com platform can help them accomplish that.”
For example, Alice.com offers a wide variety of ways to extend a brand’s marketing reach via social media avenues, like Facebook storefronts, digital coupon solutions and innovative sampling programs.
Case in point, Alice.com partnered with The Clorox Company’s (www.thecloroxcompany.com) Green Works brand in February 2012 to launch the first-ever cleaning products flash sale on Facebook.
The flash sale, powered by its Alice.com Facebook storefront, offered interested consumers the opportunity to purchase a Clorox Green Works four-product bundle (a combined retail value of $21) for only $10 by clicking the “Buy Now” button — a savings value of more than 50 percent.
“Typically, social deals have focused on bigger ticket items such as yoga classes or fine dining,” says Brian Wiegand, chief executive officer and co-founder of Alice.com. “We’re thrilled to help Green Works lead the way in offering consumers deep discounts on their favorite CPG products through the industry’s first-of-its-kind flash sale on Facebook.”
Impressive Results
The flash sale went live on February 28, 2012 at 11:37 a.m. CST. On day one, 285 bundles were sold with 2,164 impressions. Day two saw an additional 146 bundles sold, with 1,158 impressions. The entire offering sold out in 29 hours and 56 minutes.
“Alice and Clorox Green Works are very pleased with the results,” says Kaldor. “Sales went smoothly and quickly. The flash sale increased ‘likes’ by nearly 1,000; conversations around Green Works improved; and the sharing of the flash sale spread quickly.”
In addition, Kaldor reports that residual sales across the Green Works line have also increased.
An Example to Follow
Based on the success of the campaign, Alice.com is now in discussions with several manufacturers regarding the development of more flash sale bundles, expanding the focus beyond cleaning products and into themed bundles (think back-to-school products), closeout bundles as well as cross-manufacturer bundles (think combining cleaning products with paper towels).
“People are usually coming to Facebook in search of something they’re missing,” closes Kaldor. “It’s a great customer service tool to give customers exclusive offerings.”
FAST FACTS
An Ideal Candidate
Green and organic products have a particularly enthusiastic and active fan base that constantly shares new products and information with friends via social media. This made The Clorox Company’s Green Works brand a perfect candidate for Alice.com’s first-ever cleaning product flash sale on Facebook.
Thinking about F-Commerce?
Facebook storefronts work best for
special offers or deals, hard to find items, unique bundles, etc. If you can buy the product in any store, it doesn’t always garner the best sales on Facebook.
Company at a Glance
Alice.com helps brands create a direct-to-consumer sales channel, gain actionable consumer insights, drive incremental revenues, and bring accountability and precision to online advertising.
Words of Wisdom
“As social media transforms and extends into every corner of our lives, we saw an opportunity to innovate the shopping experience for our Green Works consumers.”
— Amy Hsiao, Brand Manager, Green Works cleaners, The Clorox Company
Gone in a Flash
During a first-of-its kind flash sale on Alice.com’s Facebook storefront, 441 bundles of the four most popular Green Works cleaning products sold out in 29 hours and 56 minutes.
“The CPG brands we work with on a daily basis have a heightened interest in building relationships with their end consumers,” says Greg Kaldor, vice president of Advertising Sales, Alice.com. “I help make sure they are aware of all of the different ways that the Alice.com platform can help them accomplish that.”
For example, Alice.com offers a wide variety of ways to extend a brand’s marketing reach via social media avenues, like Facebook storefronts, digital coupon solutions and innovative sampling programs.
Case in point, Alice.com partnered with The Clorox Company’s (www.thecloroxcompany.com) Green Works brand in February 2012 to launch the first-ever cleaning products flash sale on Facebook.
The flash sale, powered by its Alice.com Facebook storefront, offered interested consumers the opportunity to purchase a Clorox Green Works four-product bundle (a combined retail value of $21) for only $10 by clicking the “Buy Now” button — a savings value of more than 50 percent.
“Typically, social deals have focused on bigger ticket items such as yoga classes or fine dining,” says Brian Wiegand, chief executive officer and co-founder of Alice.com. “We’re thrilled to help Green Works lead the way in offering consumers deep discounts on their favorite CPG products through the industry’s first-of-its-kind flash sale on Facebook.”
Impressive Results
The flash sale went live on February 28, 2012 at 11:37 a.m. CST. On day one, 285 bundles were sold with 2,164 impressions. Day two saw an additional 146 bundles sold, with 1,158 impressions. The entire offering sold out in 29 hours and 56 minutes.
“Alice and Clorox Green Works are very pleased with the results,” says Kaldor. “Sales went smoothly and quickly. The flash sale increased ‘likes’ by nearly 1,000; conversations around Green Works improved; and the sharing of the flash sale spread quickly.”
In addition, Kaldor reports that residual sales across the Green Works line have also increased.
An Example to Follow
Based on the success of the campaign, Alice.com is now in discussions with several manufacturers regarding the development of more flash sale bundles, expanding the focus beyond cleaning products and into themed bundles (think back-to-school products), closeout bundles as well as cross-manufacturer bundles (think combining cleaning products with paper towels).
“People are usually coming to Facebook in search of something they’re missing,” closes Kaldor. “It’s a great customer service tool to give customers exclusive offerings.”
FAST FACTS
An Ideal Candidate
Green and organic products have a particularly enthusiastic and active fan base that constantly shares new products and information with friends via social media. This made The Clorox Company’s Green Works brand a perfect candidate for Alice.com’s first-ever cleaning product flash sale on Facebook.
Thinking about F-Commerce?
Facebook storefronts work best for
special offers or deals, hard to find items, unique bundles, etc. If you can buy the product in any store, it doesn’t always garner the best sales on Facebook.
Company at a Glance
Alice.com helps brands create a direct-to-consumer sales channel, gain actionable consumer insights, drive incremental revenues, and bring accountability and precision to online advertising.
Words of Wisdom
“As social media transforms and extends into every corner of our lives, we saw an opportunity to innovate the shopping experience for our Green Works consumers.”
— Amy Hsiao, Brand Manager, Green Works cleaners, The Clorox Company
Gone in a Flash
During a first-of-its kind flash sale on Alice.com’s Facebook storefront, 441 bundles of the four most popular Green Works cleaning products sold out in 29 hours and 56 minutes.