TAIPEI: Unilever has taken a clicks and mortar approach in Taiwan,
with the launch of a business-to-consumer (B2C) website and a shop
offering more than 200 products.
The female-targeted site womanism.com offers further proof that the
consumer goods giant is serious about using the internet as a new
distribution and marketing channel.
A spokesperson for the company said it spent NT100 million (about
US$2.9 million) developing the online offering and expects to
attract 50,000 consumers to purchase online within a year.
Items available on the site include hair and face care and personal wash
products as well as tea brands. Unilever has targeted the new service at
women aged between 20 and 35, explaining that this demographic has
developed the habit of shopping online.
"The site provides a questionnaire for customers to fill in their
choices. We want to provide a reliable and comfortable virtual shopping
site to build customer loyalty to our brand," the spokesperson said.
On top of the development cost, Unilever has allocated a similar amount
for promotion in the coming. Its agency Ogilvy & Mather has rolled out a
billboard campaign to promote the brand's clicks and mortar offering.
