F-commerce: Heinz innovates with new ‘tryvertising’ f-store [screenshots]


It’s interesting and mildly ironic that with so many prestige brands jumping on the f-commerce (Facebook e-commerce) train that it is a grocery brand, Heinz ketchup, showing the world (in our opinion) how smart f-commerce is done.

Heinz has opened up a pop-up ‘tryvertising’ f-store on Facebook (tryvertising = advertising by sampling designed to create word of mouth, pop-up = temporary), making an initial 3,000 bottles of its latest tomato ketchup (with Balsamic Vinegar) exclusively available to ketchup fans – before the new product is launched in traditional stores.  The f-store is slick, simple and smart.  Kudos Heinz, for smart social commerce.

For us, tryvertising stores in Facebook make sense.

Rather than simply mirror your traditional web-store with an f-store selling all your wares (à la Asos), instead use Facebook to create word of mouth advocacy for your new product launches by rewarding brand fans with an exclusive trial designed to stimulate word of mouth (a variable known to accelerate product uptake). The combination of exclusivity, scarcity with experience is a proven technique for stimulating word of mouth, combined with the Facebook platform – which is essentially a word of mouth platform – with a differentiated rationale versus web stores.  In other words, use Facebook for retail events. In our book, the future of f-commerce lies in retail events, not stores that simply replicate what is sold elsewhere.

Any doubt that tryvertising f-stores create word of mouth advocacy for your new products can be soundly laid to rest by checking out the positive buzz on Heinz’ wall; remember that each of these positive comments gets syndicated to an average of 130 walls.  And then remind yourself that this is just ketchup!!!

Switch out Heinz’ new ketchup for your upcoming new product launch, and ask yourself how could you make a tryvertising f-store work for you?  Then check out the ketchup f-store – and see how slick it is, compared to other f-commerce solutions.

So how could you improve on Heinz’ tryvertising store?  Not all the comments are positive and you’ll see a number of areas in need of improvement;

  1. Security – f-commerce security needs be as secure and be seen to be as secure as e-commerce. Facebook offers SSL; you need to use it and be seen to be using it
  2. Privacy – like email signup, you’ll need to tell shoppers what you will or will not do with their personal details
  3. Personal Details – keep it to a minimum – do you really need to ask for a phone number?
  4. Localization – if its a deal only available in one local market – let people now upfront – Facebook is a global platform
  5. Browser compatibility – the store should work in all major browsers, even non web standards browsers such as IE – or at the very least show a warning if not compatible

One lovely idea we noted on the Ketchup Wall was a suggestion that Heinz should include a ‘first-buyer certificate‘ with tryvertising store purchases.  Wondrous. Just do it.

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16 Comments

  1. March 8, 2011
    Reply

    It sounds like an interesting way to advertise. I’m a loyal heinz fan so I’d
    love to try any new flavors they have available and talk about it on my blog.

  2. […] Love this latest bit of innovative f-Commerce from Heinz who’ve today rolled out some ‘Tryvertising‘. […]

  3. March 9, 2011
    Reply

    Thanks for your findings Paul and also the study, you have attached with this post. It’s pretty usefull!

  4. March 10, 2011
    Reply

    Great idea, tryvertising is my favorite 2011 buzzword.

  5. […] more: F-commerce: Heinz innovates with new 'tryvertising' f-store … […]

  6. […]    One interesting trend is the movement of CPGs into Facebook stores – Pampers , Dove, Heinz, and Coca-Cola are good examples.  Another is that airlines are also entering the fray with […]

  7. […] Heinz launched a very successful tryvertising (advertising by sampling designed to create word of mouth […]

  8. […] — with major brands hawking everything from ketchup to skinny jeans via the world’s most popular […]

  9. June 23, 2011
    Reply

    Really enjoyed that article – think you can probably see it as a good PR or product development method – but doubt they will sell much ketchup direct over facebook!

    Also worth checking out is this video which explains fcommerce quite nicely: http://www.youtube.com/watch?v=2MlW1djomZQ

    • June 23, 2011
      Reply

      Thanks Nathan, and thanks for the link – I’ll add it into a post…

  10. […] Heinz Ketchup: A popup Facebook shop sampling a new line extension of balsamic vinegar ketchup to fans before it became available in supermarkets. […]

  11. […] Deze challenge en manier van crowdsourcing maakt van iedereen een chipsexpert. Ook de case van Heinz Balsamic Vinegar toont hoe toegang tot exclusieve content betrokkenheid creëert. Via F-Commerce verkoopt Heinz […]

  12. […] Heinz launched a very successful tryvertising (advertising by sampling designed to create word of mouth […]

  13. August 24, 2012
    Reply

    […] we’ve see two brands embrace the mechanic in wonderfully creative ways. Heniz, who’ve previously used their Facebook audience to test out new products, are now offering the chance to have your […]

  14. Varun
    February 11, 2013
    Reply

    Hi… nice article … vry informative ..had a few questions..

    1. How do tryvertising companies earn revenue frm the brands ?

    2. How to ensure logistics if you are setting up an online website for tryvertising model ?

    Would be glad if these questions get answered

    Regards,
    Varun

  15. […] Heinz did it with a tryvertising pop-up store to give samples of its latest fragrance ketchup to fans. (I […]

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