A home page display ad on heb.com touts the offer and links to a dedicated e-commerce page via a “Shop Now” button. The page lists 179 participating products below a Unilever leaderboard ad. The same leaderboard ad also appears in the site's "Bath & Skin Care" shop and in relevant search results for queries such as "Axe," linking to the dedicated e-commerce page. The deal runs through April 4.
By offering an online incentive and supporting it with online activity such as paid search, Unilever is not only increasing its chances of getting into shoppers' online carts once but also amplifying the likelihood for repeat purchases.
A recent Path to Purchase Institute survey of more than 1,000 shoppers revealed that purchase history is the retailer website feature shoppers are most aware of, after search. Not only does the search box top website/app features that shoppers are most aware (based on their latest shopping experience at select retailers), it is also the first action many took during their most recent experience, and is the most commonly used feature overall.