How to get your brand noticed in online grocery shopping

There was a lot of interest in the press in the run up to Christmas this year about how more and more of us are shopping online, and how will this lead to the death of the high street (Read the Mary Portas Review and listen to Nick Leslau, Property Tycoon, warn of a “seismic shift” to supermarkets ). The concern was mostly focused around non-grocery shopping ie. gifts, non-food items, clothing etc.

But we know that online grocery shopping habits are changing too. More and more of us have taken to shopping online for groceries. As supermarkets get busier and busier (or so it seems) shoppers enjoy the flexibility and ease of shopping online.

Our internal research put that figure at 46% of us having ever done a grocery shop online in February 2011. One year later and we imagine that will be even higher.

So much time and energy is spent researching shopper behaviour at the fixture in supermarkets to help brands ensure their product is the one that is chosen. We know that online grocery shopping is a completely different kettle of fish.

Shoppers tell us that when they shop online they are less likely to buy things on impulse.

In fact, 74% of shoppers agreed that this was the case. The use of ‘Favourites’ to help speed up our experience only serves to limit the need to browse.

They are also less likely to experiment with trying new products and less likely to buy fresh items. Shoppers say that it is easier to ignore special offers online. Given all the negative press around supermarkets confusing shoppers with their prices and offers, perhaps this isn’t a bad thing for shoppers.

This doesn’t paint a particularly good picture for brands trying hard to make their product stand out amongst a screen of competitors.

But it’s not all bad news for brands.Â
Shoppers say that they tend to be more loyal to the brands they know and love already.  Some shop by brand by typing the brand name in. Others put key items on that all important favourites list offered by many online grocers. Once it’s on there, shoppers are highly likely to stick with the same product again and again.

Our research has adapted to take into account all of the different ways in which people can buy your brand. From shopper research at the fixture, to accompanied web surfs and eye tracking, it is important to include all elements of the shopper journey.

Read more about our Online Grocery Shopping Spotlight on our website here http://www.marketing-sciences.com/News_Spotlight_OnlineGrocery.html