Mainstream UK Brands Missing Out On Opportunities Offered By Online Platforms, Study Finds
Mainstream brands in the UK are not using all the tools offered to them by online retail platforms, and thus risk missing out to private labels and disruptor brands, a new study by Gartner has found.
The study, which formed part of Gartner's L2 Digital IQ Index, examined the digital performance of 90 brands across 12 categories in the UK food sector.
It noted that just 15% of these so-called Index brands offer a direct-to-consumer sales platform, meaning that pure-play online retailers such as Amazon and Ocado, as well as the e-commerce platforms for retailers such as Sainsbury's and Tesco, are a 'crucial component' of a brand's online success.
Therefore, it notes, product placements are a 'useful tool in a brand's arsenal' to boost visibility.
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