2024电子商务指南报告：多渠道个人护理品牌的电子商务基准与见解

eCommerce Benchmarks & Insights for Multichannel Personal Care Brands

Overview

• Paid Search drives the highest Purchase Intent Rates (11.9%) for Personal Care brands.
• Walmart is the most popular online retailer based on Share of Purchase Intent Clicks (37%).
• eMarketer projects that eCommerce for Personal Care will grow by 17.5% by next year.

Accelerate Sales & Market Share

• It's crucial for brands to ensure their products are discoverable across all media and brand websites, allowing for both in-store and online purchases.
• MikMak uses Purchase Intent Rate (5.2%) to measure the likelihood of conversion.

Make Your Products Discoverable

• Search has the highest Purchase Intent Rate at 11.9%.
• MikMak Commerce-enabled Brand Websites have a Purchase Intent Rate of 6.1%.
• Audio Ads have a Purchase Intent Rate of 5.5%.
• Display and Video have Purchase Intent Rates of 2.4% and 2.3%, respectively.
• Social Platforms lead with 63.7% of Purchase Intent Clicks, followed by Brand Websites at 12.2%.

Purchase Intent Rates by Channel Type

• Social Platforms have an average Purchase Intent Rate of 4.3%.
• Instagram drives the highest rates at 7.9% (1.8x the average).
• Facebook follows at 5.9% (1.4x the average).
• YouTube is in third at 5.5% (1.3x the average).

Using MikMak

• MikMak Commerce provides a seamless path to checkout across various channels.
• Variant Shelf can add additional steps to the user journey but should be used for specific learning purposes.

Success Stories

• A Personal Care brand saw a 14.5x increase in Attributable Sales after adding their brand.com site to their media mix.
• K-Y brand site had a 5.8x higher Purchase Intent Rate than the Health category benchmark.
• Biocodex saw a 23% increase in Purchase Intent Clicks after integrating MikMak.

Competitive Advantage

• MikMak Benchmark Insights help brands understand their performance relative to competitors.
• Walmart is the top retailer for Personal Care brands, receiving 37% of Purchase Intent Clicks.
• Retailer Partnerships are strengthened, with Amazon following Walmart at 36.8%.

Product Insights

• Retinol Moisturizer has the highest Purchase Intent Rate among Personal Care products.
• The top 10 Personal Care items by Purchase Intent Rate include: Retinol Moisturizer, Skin Cream, Electric Toothbrush, Sunscreen, Shampoo, Healing Balm, SPF Moisturizer, and Shave Oil.

Driving Business Impact

• Closed-loop Attribution allows brands to track consumer touchpoints from campaign to purchase.
• MikMak Insights provide comprehensive first-party consumer data.
• New York has the highest Purchase Intent Rates for Personal Care shoppers in the US.
• Tuesday evenings see the highest Purchase Intent Rate.

Improving Marketing Effectiveness

• First-Party Data collection is crucial.
• Baby Boomers drive the most Purchase Intent Clicks.
• 1-Person Households also drive significant traffic.

Conclusion

MikMak offers valuable insights and tools to help Personal Care brands grow their market share, enhance discoverability, and optimize their eCommerce strategies. By leveraging these insights, brands can make informed decisions and stay ahead of the competition.