Online grocery shoppers display more brand loyalty
Grocery shopping online is being driven by convenience and relevancy rather than access to special deals, suggesting marketers have yet to fully seize on opportunities.
Online grocery shopping ‘driven by relevancy and convenience’
Wednesday, December 15 2010 by John Burns
Those shopping for groceries online demonstrate far more repetitive habits and brand loyalty compared to those making purchases in store, new research suggests.
Two-thirds of online grocery shoppers are less likely to interact with marketing than those browsing in a supermarket, according to the Evolution Insights report.
Convenience and relevancy in website promotions may be more effective than having a dedicated special offers page on a grocery ecommerce site, the research suggests. Three-quarters of shoppers go straight to their favourites, or search for items by keyword, while fewer than one in five head for the special offers pages when they reach a site.
However, the research revealed that one in five shoppers would follow a brand on a social media website if it gave them access to special deals on grocery items. Brands that do choose to reach out to consumers in this way were also found to engage with consumers more.
Commenting on the findings, Evolution Insights lead analyst James Johnson explained: “For online grocery shoppers, it’s more about relevance than aggressive discounting – a common complaint among shoppers is the lack of relevant offers and suggestions online.
“Retailers and brand manufacturers still have a long way to go to unlock the full potential of personalisation in online grocery marketing.”
There are emerging signs that retailers are doing more to improve their website promotion online, particularly through social media.
Recent research by eMarketer indicated that in the US, four out of five businesses with up to 100 employees will engage in social media marketing.
eMarketer principal analyst Debra Aho Williamson suggested that this is a sign that businesses are taking more of an interest in social networking opportunities, which could make for a transformed marketing landscape going into 2011.
Living Streams “Improving clients’ profitability through better use of the internet”.