Carling Launches Worlds First Connected Beer

Beverage brand Carling has launched a connected device that promises a one-touch solution for online shopping, enabling Carling drinkers to order drinks directly from their fridge with a ‘Beer Button’.

The device is designed to increase brand loyalty amongst consumers and simplify the shopper experience. According to research by Molson Coors, the brand’s parent company, shoppers can usually only see a maximum of 10 products on a page when grocery shopping online, with one in three shoppers never clicking beyond the first page.

With such limited organic visibility online for products, and the online grocery channel set to be worth £17.2bn by 2020, brands have to find a way to stand out and secure loyal customers.

The Carling Beer Button is the first eCommerce button to be directly integrated into the UK’s top five online grocery retailers, enabling users to select the retailer of their choice before purchase to ensure the best deal possible.

The button syncs with an accompanying app on the user’s smartphone using Bluetooth, enabling them to add beer directly to their online shopping accounts with a simple press of a button.

The product is the result of a year-long collaboration with digital product agency Hi Mum! Said Dad, who investigated a number of hardware and software solutions that would appeal to consumers before developing the final go-to-market button.

“As the UK’s number one beer brand, Carling’s ambition is to connect the off-trade with Carling drinkers to allow them to enjoy their favourite beer as easily as possible,” said Alpesh Mistry, customer marketing director at Molson Coors. “The Carling Beer Button is designed to tackle the increasing problem of brand visibility online and drive both brand and retailer loyalty.

“Although it may seem too good to be true for some Carling fans, the Carling Button is not a gimmick but is already up and running as a fully functional product. It is a scalable solution, that we see having a direct impact on how our consumers shop online and purchase Carling.”

Source: Mobile Marketing Magazine