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“Beer Button” : Tesco, Asda and Sainsbury’s pair up with Carling for brand’s own ‘Amazon Dash’ style button

Carling has today launched the world’s first beer button – a one touch solution that revolutionises the online shopping experience and allows Carling drinkers to order beer directly from their fridge. The new digital innovation from Carling simplifies the shopper experience and is designed to increase brand loyalty amongst consumers.

Molson Coors research showed that shoppers are only able to see a maximum of 10 products on a page when grocery shopping online. Furthermore, one in three shoppers do not click beyond the first page when shopping online. Given the online grocery channel is set to be worth £17.2 Billion by 2020 organic discovery online will become harder and brands will have to increasingly focus on innovative ways to achieve visibility.

The Carling Beer Button is the first ‘e-commerce button’ to be directly integrated into the UK’s top five online grocery retailers, enabling users to select the retailer of their choice before purchase, ensuring shoppers always get the best deal possible.

The Carling Beer Button syncs with the accompanying Beer Button App on a user’s mobile phone, allowing shoppers to add beer directly to their online shopping accounts. Once set up, purchases can be made straight from the fridge with a simple press of a button, with no need to go online and search.

The product is the result of a yearlong collaboration with Hi Mum! Said Dad, a digital product agency, who investigated a number of hardware and software solutions before developing the final go-to-market button.

Alpesh Mistry, Customer Marketing Director at Molson Coors, said: “As the UK’s number one beer brand, Carling’s ambition is to connect the off-trade with Carling drinkers to allow them to enjoy their favourite beer as easily as possible. The Carling Beer Button is designed to tackle the increasing problem of brand visibility online and drive both brand and retailer loyalty.

“Although it may seem too good to be true for some Carling fans, the Carling Button is not a gimmick but is already up and running as a fully functional product. It is a scalable solution, that we see having a direct impact on how our consumers shop online and purchase Carling.”

Craig Wills, Managing Director at Hi Mum! Said Dad, added: “We’re delighted to be involved in the launch of such an innovative product for Carling. For us, this brings the so-called Internet of Things into everyday drinkers homes, while at the same time adding real business value.”

The Carling Beer Button is Carling’s latest digital innovation, following the success of the Carling iPint mobile app, which won ‘Most Effective Loyalty Campaign’ at the 2015 Mobile Marketing Awards and commendation in the ‘Relationship Building/ CRM’ category at The Drum MOMA awards.