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Where to Buy solution helps Char-Broil quantify the role their website plays in the customer journey

Overview

With Wayvia's technology and Where To Buy (WTB) tool, Char-Broil gained valuable insights with how consumers were shopping for their products online. Char-Broil discovered that when consumers clicked on the “Where to Buy” button on a product page, 58% showed purchasing interest by clicking on the “Buy” button that led to a retailer. As a result, the Char-Broil website attribution increased.

The challenge

A majority of the Char-Broil products are purchased in-store, however, with the rise of consumers shopping online, Char-Broil knew they had to find a way to understand the online shopper and quantify the influence their website had.

“Being able to quantify the role Char-Broil.com plays in the consumer journey has been a huge win for us internally. We’re able to understand our retailer relationships better, our product line better and overall better understand the role we can play as a manufacturer in the direct to consumer space.”

– Matt Weiss, E-Commerce Manager

The solution

By integrating Add to Cart (A2C) functionality into their Shoppable Where To Buy for a key retailer partner, the hardware brand achieved impressive results. A2C moves trac directly into a retailer’s cart with 1-click. The streamlined shopper journey led to a 70%+ increase in leads and sales while streamlining the user experience with less clicks on the path to purchase. Based on the success of this initiative, the brand is considering where to incorporate the A2C capability next as it can be set up by product and retailer and deployed at any digital touch point to drive conversions and enhance the shopper journey.

Brand Matching & UX Best Practices

During implementation, PriceSpider and Char-Broil worked together to design the WTB to match Char-Broil’s branding. To deliver the best user experience and eliminate friction, they decided to show local and online sellers side-by-side and show stock availability.

The results

Shortly after launching the Where to Buy tool on Char-Broil’s product pages, Wayvia started gathering data. Within just two months, Char-Broil was able to see how shoppers were interacting with their site. Char-Broil discovered that when consumers clicked on the Where to Buy button on a product page, 58% showed purchasing interest by clicking on a button that led to a retailer.

Consumer Activity on the Char-Broil Where to Buy

“Wayvia is full of absolute rock stars. They made it easy for us to implement their tool from start to finish and made sure we had the proper tracking in place before launch, all while under a tight deadline before the grilling season.”

– Matt Weiss, E-Commerce Manager

Char-Broil is now able to quantify their digital marketing efforts through behavioral insights provided by Wayvia.

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