Saucy Fish talks up ‘loyalty’ drive as it becomes latest to launch an ecommerce offer

The Saucy Fish Co. has become the latest brand to launch an individual ecommerce offering as it aims to boost loyalty among customers.

The new ‘Saucy Shop’, which was built via the Shopify platform, marks the first time the FMCG brand has sold directly to consumers and will offer its full range of 19 products.

“This can make the brand more accessible to customers who can’t find us locally and we’re excited to see how this will transform our business,” says Amanda Webb, marketing director for The Saucy Fish Co.

She says there will be a wider above the line marketing campaign to support the Saucy Shop running throughout January 2016.

A move to individual ecommerce

There has been plenty of examples of food and drink brands launching their own ecommerce offerings over recent months.

Marmite recently launched a direct shopping section on its Facebook page to promote its new personalised jars, while Graze has opened up its full snacks range through a new website.

“FMCG brands are actively trying to truly understand what their role is in the ecommerce world,” explains Jim Mason, executive director of strategy at digital agency Razorfish London.

“They are trying to figure out how to convince consumers to shop directly with them online opposed to a third party such as Ocado. The old way of brands fighting to see their stock on a shelf at Tesco is outdated and generic in the digital age.”

This climate is largely driven by the ongoing battle for shelf space. The UK’s biggest supermarket Tesco, for example, has moved to cut its product range by 30% in order to cut down on duplication and clutter.

Saucy Fish Co was de-listed by Tesco in March 2013 as the supermarket giant decided to instead push its own-label Fish In A Flash range. Although the brand was eventually re-listed at Tesco, The Saucy Fish Co is currently not sold at three of the big four supermarkets, and only listed at Sainsbury’s.

Therefore, launching a separate ecommerce will potentially give the brand a chance to reach consumers who cannot find its products.

However, Webb says the move was primarily driven by boosting loyalty.

She concludes: “The decision to move into ecommerce is largely in response to the many calls and emails we receive from our loyal customers who can’t find us in store or want to explore our range further.”

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