Ever wondered why it would be beneficial to redirect your hard-earned audience to a retailer’s website rather than keeping them on your own site? It may sound counterintuitive at first, but this strategy can actually fuel significant brand growth—and we’re here to show you why.
One of the most common questions we get from brands without an established retail ecommerce strategy is: “Why should I drive traffic to a retailer’s website instead of my own?” Brands work hard to develop a strong web presence, so it makes sense for there to be initial hesitancy around sending potential customers anywhere else. The reality, however, is that selling through your website alone limits sales to a single channel.
Imagine your brand's website as a locked treasure chest. You've spent countless hours perfecting the treasure inside, but what if you had multiple keys that could open more chests? That’s where retail ecommerce comes in—it provides additional keys, more channels, and expanded growth opportunities.
Let’s dive into four key reasons why driving traffic to a retailer’s website (instead of your own) can transform your brand’s strategy into a powerhouse for success:
Direct-to-consumer (DTC) models can often run into fulfillment challenges—high shipping costs, supply chain headaches, and the ever-present return issues. When you send shoppers to retail websites, you’re outsourcing the heavy lifting to retailers who have already mastered smooth and efficient operations.
Think about options like BOPIS (buy online, pick up in-store) or curbside pickup. These methods not only provide immediate satisfaction for local customers but also offer a convenient solution for shoppers who might not want to wait for delivery. And the best part? Over 90% of shoppers preferred these methods, with eMarketer reporting $72.46 billion in click-and-collect sales in 2020, which was expected to exceed $140 billion by 2024. 59% of customers said they were more likely to continue curbside pickup after the pandemic. Currently, omnichannel experiences like social commerce are still gaining traction. That’s not just a trend—it’s a massive shift in consumer expectations that you can tap into by partnering with retailers.
Let’s face it—most customers want to try before they buy, especially when it comes to new products. Driving traffic to retailers allows you to provide these trial opportunities. Many direct-to-consumer brands selling products that are expensive to ship (i.e. alcohol or other liquids) set minimum quantity thresholds on their products to ensure their margins are protected. If your products are sold through your website alone, you may be excluding potential customers who are hesitant to buy in bulk or don’t want to pay shipping fees on a product they haven’t tried.
Retailers provide a way for consumers to test the waters. A shopper might add a single can of kombucha or a sample-sized bottle of skincare to their cart—and if they love it, they’re likely to return for a larger purchase. By leveraging retailers, you open the door to a wider audience and a lower barrier to entry for trial, ultimately fostering long-term customer loyalty.
Trust is one of the most powerful drivers of consumer purchasing decisions. When shoppers see your products on the shelves (or online) at a trusted retailer, it validates your brand and makes them more likely to buy. This is especially critical for emerging brands that don’t yet have the established recognition of more well-known competitors.
Furthermore, product reviews play a huge role in building that trust. Consumers tend to trust reviews on a retailer’s website more than those found on your brand’s own site because they perceive them as less biased. If your products are receiving glowing reviews on platforms like Amazon or Target, it boosts your credibility and encourages new customers to take the plunge.
Understanding why, where, and how your customers are buying is crucial to shaping a winning marketing strategy. By driving traffic to retail websites, you can actually gain access to powerful consumer insights that you wouldn’t have otherwise. This data reveals how shoppers interact with your products, what factors influence their purchase decisions, and which retailers are driving the most traffic to your brand (known as retailer share of voice).
Understanding consumer behavior at retail can be powerful, especially considering how many shoppers have loyalty to their local stores. When you integrate this information into your marketing strategy, it’s like having a magical map to your customers' hearts. Retail insights can help you:
Overall, understanding customer buying behavior is essential for effective performance marketing. By analyzing retailer traffic and purchase data, brands can strengthen relationships with current partners and attract new ones, while making more efficient marketing decisions.
So, why should you send traffic to a retailer’s website instead of your own? Here’s the simple truth: it’s about unlocking new growth opportunities. By redirecting your audience to retail sites, you:
Retail ecommerce isn’t just an optional strategy—it’s a crucial brand tool that expands your reach, increases opportunities for product sampling, and aligns your brand with trusted retailers. By leveraging shoppable media and sending customers to retail websites, you enhance your brand’s visibility and unlock more ways to grow.
Ready to unlock the full potential of your retail strategy? Reach out to our team and let’s explore the endless possibilities together.
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