How shoppers are using online grocery shopping
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How shoppers are using online grocery shopping

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Learn how today's shoppers are using online grocery options, and what they're thinking when they try these services. See our key takeaway's about what's important for moving into grocery ...

Learn how today's shoppers are using online grocery options, and what they're thinking when they try these services. See our key takeaway's about what's important for moving into grocery ecommerce.

This presentation was given by Bill Bishop, Chief Architect of Brick Meets Click, at the Food Institute's January 22 webinar The Future Shock of Online Grocery.

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How shoppers are using online grocery shopping Presentation Transcript

  • 1. January 2014 How Consumers Are Using Online Grocery Shopping January 2014 By Brick Meets Click Brick Meets Click delivers the strategic insight and guidance that retailers, suppliers, & technology providers need to drive growth by meeting shopper needs in an omnichannel environment. @2014 brick meets click
  • 2. January 2014 The Weekly Ad is Still Number One But…. @2014 brick meets click 2
  • 3. January 2014 Demand for online grocery shopping is driven by the ability to satisfy a broader set of customer needs. Takeaw : ay Thi s i s m e t han j ust “shoppi ng” f or or gr ocer i es. @2014 brick meets click 3
  • 4. January 2014 More customers shop online for groceries using “pure play” online retailers than traditional grocers. Takeaw : ay A l ot of new r el at i onshi ps ar e bei ng bui l t r i ght now . @2014 brick meets click 4
  • 5. January 2014 More than 10% of customers are already buying some groceries online. Takeaw : ay Local m ket exper i ence m t er s. ar at @2014 brick meets click 5
  • 6. January 2014 A little more than a third shop online once a month, but the majority shop more. Takeaw : ay C om s go onl i ne f or a r ange of ust er di f f er ent shoppi ng occasi ons. @2014 brick meets click 6
  • 7. January 2014 More frequent online shoppers spend a much larger percentage of their grocery dollars online. Takeaw : ay I t t akes t i m t o get t r i al and w n e i a l ar ger shar e of spend. @2014 brick meets click 7
  • 8. January 2014 About 3% of grocery spending is online, but there’s a lot of variation across markets. Takeaw : ay R ai l er s w et ho’ve m oved ear l y have w m ket shar e. on ar @2014 brick meets click 8
  • 9. January 2014 What Shoppers Are THINKING About Online Grocery Shopping 1. The experience must be as good as other experiences on the internet. Takeaw : ay That ’s t he basi s of com i son. par @2014 brick meets click 9
  • 10. January 2014 What Shoppers Are THINKING About Online Grocery Shopping 2. Price matters. Takeaw : ay The pr i ce com ponent of t he val ue equat i on can’t cont ai n “i nsul t pr i ci ng” and i t m ust consi der f ees. @2014 brick meets click 10
  • 11. January 2014 What Shoppers Are THINKING About Online Grocery Shopping 3. Online shopping offers more confidence and control. Takeaw : ay G ocer y r et ai l er s m r ust f i nd w ays t o m ch t hi s. at @2014 brick meets click 11
  • 12. January 2014 What Shoppers Are THINKING About Online Grocery Shopping 4. Assortment is personal; i.e. covering 90% of a shopper’s needs is “pretty awesome”. Takeaw : ay Ther e’s m e f l exi bi l i t y i n def i ni ng or assor t m ent t han i s com onl y r ecogni zed. m @2014 brick meets click 12
  • 13. January 2014 What Shoppers Are THINKING About Online Grocery Shopping 5. There are different online shopping occasions too; e.g. quick/emergency needs, fill ins, stock up, etc. Takeaw : ay Som ser vi ces, have uni que e capabi l i t i es t o ser ve som of t hese. e @2014 brick meets click 13