How People Buy Food And Drink Online
This month, we are looking at online grocery stores and a selection of useful Ecommerce trends to be aware of if you work within the food and drink market.
Some of these trends can also be applied to other Ecommerce owners working within different industries. Therefore we’d advise considering these recommendations for your business.
The Rise of Online Purchase
74% of 2,000 British shoppers surveyed acknowledged that they have previously shopped for food and beverages online. Furthermore 40% of participants shop online on a weekly to monthly basis.
This shows consumer confidence in purchasing food online. If you don’t currently own an online site, now might be a good time to consider your options as over a third of the population regularly order their food and drink online.
Furthermore it has been reported by Ecommerce News that British consumers spend almost five times more online on groceries than they do in-store. Therefore that 40% more business could increase your revenue by 100%.
Time Spent Shopping Online
Most British consumers surveyed said that they spend only around 15 minutes shopping for food and drink online; with many claiming that online shopping takes too long. This is a short space of time, considering that the average in-store shop takes around 30 – 60 minutes.
With this in mind, it is important to create a website that is quick to use.
Focus on creating a search function that is easy to use and has good search results. Think about how your customers want to find their products; do they all search for ‘sandwiches’ in the same way? It is best practise to provide as flexible a search function as possible; for example one that allows for an initial keyword search enquiry but then also provides filters to fine tune the search results.
Another option is to save customer’s previous orders. This way your customers can quickly and easily reorder the food and drink they desire on a regular basis.
Upselling and Promotions
Consumers care about a good price online. It is as easy as clicking a button to switch between different online retailers. Therefore it is probably unsurprising that 50% of participants surveyed stated that a good price is the main compelling reason for purchasing a product.
Furthermore 61% of those surveyed admitted that offers and vouchers have the power to interrupt normal buying habits. Therefore promotional offers are favourable for customer loyalty.
With this in mind, having offers and promotions feature in dominant positions on your website, such as the homepage, should encourage consumers to feel that you offer value for money and should attract them to purchase additional items.
Time of Delivery
25% of shoppers have reservations about shopping online due to inconvenient delivery times. With the traditional UK working hours being between 9am – 5pm, consumers are increasingly expecting services which fit around these times.
Therefore delivery options are vital in order to fit around the ever busy consumer. Whether the priority be time, price, or service; by allowing the customer to choose you are putting the delivery in their hands. It is important to be flexible, and allow your customers to feel that as a business you are putting in every effort to help them receive their goods at a time that is convenient to them.
The food industry often markets the emotional connection between consumers and their products. Video is a particularly good marketing tactic for influencing emotions due to the traditional storyline narrative and multi-sense experience.
In the UK, the increased investment in video and social media is credited with helping fast moving consumer goods (FMCG) brands shifting a focus away from direct response activity and onto building longer lasting customer loyalty.
As well as TV commercials, videos can also be incorporated into online marketing through social media. If you have a clear story and the right budget, expressing your brand through video is an effective way of interacting with your audience and showing your customers the personality of your brand.
We hope that you have enjoyed the trends and recommendations proposed in this article. If you have any other points to add, please share them in the comment box below.