Technology is changing how we shop.
We go online for inspiration for what to cook and eat; the web is the go-to place for product information and it is increasingly where we buy our groceries. Almost half of UK consumers shop online for groceries now with younger shoppers more likely to choose online over in-store.
For brands it is crucial to understand how consumers are using online anytime and any place to buy their groceries, and to ensure that their products are front of mind and interest is converted into sales.
Researching products
The web is the go-to place for product information and comparison.
61% searched for a product online, but for brands and retailers this creates a challenge as shoppers flip between sites comparing prices and availability.
Price is the priority but other factors hold sway, including access to detailed product information and ingredient labels with 25% of online shoppers saying lack of details drove them to shop elsewhere.
Brands must optimise how products appear online especially on a small mobile screen - shoppers expect larger images, close ups and 360 degree views (if relevant) and engaging and informative copy with all the facts they’d expect to find when picking a pack up in-store.
Shopping
Online grocery is set to top £11bn sales in 2017 as more shoppers turn away from the weekly supermarket trip but how we shop online is shifting too, away from desktop to mobile, with 40% of all grocery purchases made online in the UK being via mobile phones. Consumers are now more comfortable with mobile commerce as conversion rates improve and basket values increase.
Shoppers enjoy the convenience of online grocery shopping. Click and Collect is one of the major drivers in the growing online grocery market along with more flexible delivery slots.
Consumers typically shop from archived baskets or use auto re-ordering. This makes it difficult for new products and brands to get seen. Brands need to support their products online to ensure greater visibility. Using paid search, sponsorship or cross-selling on retail sites can draw attention to products on the crowded online shelf, where shoppers otherwise have a very narrow field of view.
Top digital Shopping Trends in 2017.
- 48% of Brits are online grocery shoppers
- 11% do all their grocery shopping online
- 12% do most of their grocery shopping online
- 19% 25-34 year olds now do all their grocery shopping online
- 24% of Brits have never bought groceries online and have no interest in doing so
- 38% over 55s have never bought groceries online and have no interest in doing so
- 29% of UK online grocery shoppers are shopping for groceries online more than 12 months ago
- Why are we doing more online grocery shopping?
- 60% shop - it’s more convenient than visiting stores.
- 33% - it’s easier to track how much they’re spending.
- 32% - increased delivery slots available.
What stops us grocery shopping online?
- 38% its lack of control of choosing fresh products
- 26% high delivery charges
- 25% shopping more at discount retailers.
Mintel Report: Online Grocery Shopper 2016
The importance of mobile
- 40% of online grocery purchases are made on mobile phones (
- 40% used mobile to find the best prices (within last 6 months)
- During the 2016 Festive Season, more shopping was done on mobile devices than desktops.
Criteo Browsing & Buying Online Survey 2016. criteo.com
