OwnerIQ Aims to Pave Path to Purchase
Converting the consumer who researches CE products online into an actual buy is the brass ring on the e-commerce merry-go-round. Complicating the matter is that there is no real linear path to purchase. Consumers may start with Google, a vendor site, or a local retailer site. Where the search goes, or its outcome, is unpredictable.
The company’s mission is to help retailers and vendors work in sync to steer consumers toward—and through—the checkout point at the end of their Internet searches by optimizing the symbiosis between vendors and the retailers. At some point in the buying cycle, 60 percent of consumers go to manufacturer sites to research product, and 57 percent to retailer sites, said Bob Scaglione, OwnerIQ’s senior vice president, strategic channel development. The problem is, the consumer doesn’t move from one to the other in any order.
“If you’re a retailer, whom would the visitors to your site be the most valuable to? The brands that you sell. And if you’re a manufacturer, who are the visitors to your site most valuable to? Your retailers,” Scaglione said. “That makes for a unique opportunity for retailers and manufacturers to work together. What we have done is to unlock the advertising opportunity between them, giving dealers the chance to target messages to shoppers who just left one of their manufacturer sites, and giving manufacturers the ability to target specific customers of their key retailers.”