Among consumer packaged goods (CPG) categories, personal care brands have been among the slowest to capitalize on the advantages offered by digital media. Further, a lackadaisical attitude among brands towards digital upkeep may have a damaging effect. A July 2013 study from L2 Think Tank found that a significant minority of US personal care brands failed to maintain their website—more than one-third had faulty content links, while almost one-fifth had broken ecommerce links.
The number of sites that offered coupons online was also relatively small. Only 33% of sites offered printable coupons, while 24% sent customers to a parent site for such discounts. And only one in five studied sites asked customers to share an email address before releasing a coupon. Read the rest at eMarketer.