Food for thought - Food e-commerce
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With the advent of Amazon Fresh the food industry needs to innovate even more than before to take advantage of the e-commerce opportunity. My presentation looks at consumer trends, issues and opportunities for food brands.
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Food for thought - Food e-commerce
- 1. www.montagecomms.com Montage crafts compelling brand stories that encourage your consumers to Find, Love & Buy! A FRESH APPROACH TO FOOD E-COMMERCE
- 2. ENCOURAGE YOUR CUSTOMERS TO FIND, LOVE & BUY WE CRAFT COMPELLING BRAND STORIES TO…
- 5. E-COMMERCE
- 7. CURBSIDE
- 15. www.montagecomms.com CLICK & COLLECT JOHN LEWIS - CLICK & COLLECT
- 16. www.montagecomms.com DELIVERY STRATEGY “Order in the next 5 hours and receive it Wednesday, 13th January.”
- 17. www.montagecomms.com DELIVERY STRATEGY • When is convenient for the customer not the logistics firm? • Packing delicates • Keeping fresh & storage times • Be clear & offer fixed time slots • Consider adding click & collect / or various delivery options • Can you offer ‘free’ delivery by building basket size or offering subscription? • Opportunity for economies of scale?
- 19. STORY
- 20. TOSQ
- 21. GOUSTO
- 22. HUBBUB
- 23. FIND
- 24. IMPORTANCE OF SEARCH • Categories show what you stock and important for search • Siloing of content • Conversion rates through site search can be up to 50% vs average • Analyse search for missed opportunities • Ensure unusual onsite search terms are tagged for products
- 27. CONTENT THAT CONVERTS • Clear navigation with USPs at the top with images - technical details below • Think benefits not ‘features’ • Story for the consumer as to why they should buy • Average time to read a page = 20 s • Images that show benefits and USP + 16% (on Amazon)
- 28. CONTENT IS KING!
- 34. www.montagecomms.com ZERO MOMENT OF TRUTH
- 36. www.montagecomms.com • Delivery, Contact, Pay • Speed of payment is key • As few steps as possible • Progress bar • Quick and painless • Consider abandoned cart marketing • Trust of payment ‘FRICTIONLESS’ SALES
- 37. MEASURING SUCCESS • Reach via social media / Increase in search volumes / advertising • Bounce rate • Time on page • Conversion rate • Drop out rate • Measuring CPA - Cost per acquisition • Review - Refine - Repeat
- 39. UNIQUE STORY
- 41. REALTIME CUSTOMER SERVICECONTENT THAT SELLS