More consumers are going to manufacturers’ web sites and clicking on buttons that show them where they can buy products, at least in certain categories, says Channel Intelligence, whose Ad Network connects manufacturers’ non-commerce sites to retailer sites that enable consumers to purchase.
From January to May on Channel Intelligence’s Ad Network, traffic from Where To Buy buttons on appliance manufacturers’ web sites to e-retailers’ sites increased 11% and sales resulting from that traffic increased 25%, the online marketing and advertising e-commerce vendor reports. Traffic from health aids and medicine sites jumped 23% with resulting sales increasing 34%; baby and safety products traffic was up 1% while sales were up 14%; and lawn and garden traffic hit a seasonal traffic spike of 81% with a 92% increase in sales.
240 manufacturers and 4,800 retailers worldwide have joined the CI Ad Network. Manufacturers place Where To Buy or similarly worded buttons on their non-commerce web sites. These buttons lead to a page that displays the selection of retailers that sell a product. Retailers provide data feeds to the ad network to constantly update price and other information.
“The increases we’re seeing through our ad network are indicative of consumers choosing to research and make their purchase via trusted channels like manufacturer web sites,” says Alan Fulmer, co-founder and executive vice president of Channel Intelligence. “Our current and past surveys conducted in conjunction with Forrester Research shows that a significant number of consumers start their product search on manufacturers’ web sites looking for both product information and retail purchase options. In a down economy, consumers are very selective in their product purchases which we believe benefits brand-conscious manufacturers with a loyal customer base.”
200 of the 240 manufacturer clients in the network and 3,600 of the 4,800 retailers are based in the U.S.
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