The rise of the one-touch order button #MontageMashup

One-Touch Order Button

One-Touch Order Buttons

Hello…welcome to our latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at Carling’s new ‘beer button’, edible food packaging, Heineken’s efforts to restore the Marine Stadium in Miami and much more! So, let’s get started…

Carling’s one-touch order button

Carling one-touch order buttonLager brand Carling has introduced what it is calling a “world first” beer button. The one-touch order button is designed to fit into a consumer’s fridge and will link up with a smartphone app which will enable consumers to select their preferred supermarket (Tesco, Asda, Morrisons or Sainsbury’s) and with a simple touch, automatically add Carling to their online shopping basket. Alpesh Mistry, customer marketing director at Carling-owner, Molson Coors has said “the Carling Beer Button is designed to tackle the increasing problem of brand visibility online and drive both brand and retailer loyalty” and that “we see it having a direct impact on how our consumers shop online and purchase Carling.”

This beer button is the latest in a number of similar products, including Amazon Dash and Domino’s pizza button.

Changes to food packaging

Following Britain’s decision to leave the EU, it has now emerged that Government officials are looking to use this to allow ‘visual labelling’ on food products. This visual labelling could include showing how many teaspoons of sugar or salt are being added to products. The idea has been muted as concerns have been raised about the current ‘traffic light system’ and how it is potentially difficult for consumers to understand the different coloured circles in relation to the percentage of fat, saturates, sugar or salt. In a document on the obesity strategy, it currently states “The UK’s decision to leave the European Union will give us greater flexibility to determine what information should be presented on packaged food, and how it should be displayed.”

Do you think this would be a good change or is the current system fine? Let us know in the comments below!

Edible food packaging

Continuing on the theme of food packaging, scientists are developing an edible form of packaging which is hoped will be more effective at preserving food and much more sustainable than plastic film. The edible packaging is made of a milk protein and currently has little taste, but the possibility of adding flavours is available as well as adding other important nutrients. It has been stated that the edible protein is a powerful oxygen blocker which will prevent food spoilage. Around 30-40% of food produced around the world is never eaten because it spoils at some point after harvest or during transport.

Edible packaging is currently on the market, but this is made of starch which does not block oxygen reaching the product as effectively as the milk based protein would. It is hoped the packaging will be on the market in the next three years. Watch this space!

Heineken preserving graffiti

Heineken has been attempting to restore the Miami Marine Stadium which was put out of action during Hurricane Andrew in 1992. Publicis New York has now animated decades-old graffiti to help bring attention to Heineken’s efforts. Publicis worked with 10 artists over 5 days to create stop-motion animation to show what the venue had been and what it could become again. The film is part of Heineken’s ‘Cities’ crowdfunding campaign and helps to bring the stadium to life. To preserve the graffiti which has been on the stadium for years, the team walked through the entire stadium and digitally captured every wall and corridor, these photos were then submitted to Google Maps ensure that the stadium’s artistic spirit can continue forever, even after it’s restoration.

Apple’s big plans for iPhone X

Apple may have only just announced the iPhone 7, but the rumours surrounding the next version are rife on the internet. Many people are expecting the next iPhone to feature the most significant changes since the iPhone was first introduced, including edge to edge glass screen, removal of the home button and built-in iris scanners. It has been mentioned that Apple is looking to improve on the iPhone’s biometric security features, from the TouchID fingerprint recognition to iris-recognition for even greater security.

Next year will mark the 10th anniversary of the iPhone, and it is for this reason that people are expecting great changes with the handset. Some people have even suggested that Apple has intentionally held back features on the latest iPhone 7, so they can make a bigger change on next year’s model. However, until Apple officially confirm or deny anything (which is unlikely), we will all just have to wait and see!

Moz’s 2016 E-commerce benchmark study

In a post on the Moz Blog, the Wolfgang Digital team has undertaken a 2016 e-commerce benchmark study, having looked at over 80 million website sessions and over one-quarter of a billion dollars in online revenue for travel and retail websites. Some of the key factors from the study include:

– the average e-commerce conversion rate is 1.48% with travel websites significantly higher
– organic search from Google is both the largest traffic source (43%) and highest revenue (42%)
– AdWords accounts for 26% of traffic and 25% of revenue on average
– email delivers 6% of traffic (as much as all social channels combined) – and treble the revenue
– bounce rate isn’t essential – there is no correlation between bounce rate and conversion rate!

They 12 key facts from the study can be found here.

Sustainable wool shoes

allbirdsAllbirds has introduced what they call “the world’s most comfortable show” which is made from superfine merino wool. The shoes are designed to be incredibly soft, lightweight, breathable and flexible whilst still being “durable enough to take you far.” Allbirds also mention that they do not include unnecessary logos or detailing, instead focusing purely on the design and comfort of the shoe. These shoes are more sustainable in production too as they do not use anywhere near the same levels of synthetic materials as traditional shoes. You can read more about Allbirds shoes here.

And finally…

A mattress retailer based in San Antonio, Texas has come under serious pressure over the last few days following a poorly-conceived promotion based on 9/11. The ‘twin towers sale’ was to coincide with the 15th anniversary of the terror attacks, but has backfired significantly. The ad begins with “What better way to remember 9/11 than with a twin towers sale?” and shockingly ends with two men falling backwards into two towers of mattresses. The public backlash from the ad has been so severe that the company has been forced to close the store indefinitely.

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.