Retailers want to encourage internet discovery.
Arlington, Virginia:The coronavirus (COVID-19) pandemic’s spike in online food shopping is drawing attention to the channel’s advantages and disadvantages.
“Choosing your own perishable items, finding better customer service experiences, and even the easy returns are definitely advantages of shopping in-store,” Laurie Demeritt, CEO of The Hartman Group, stated in a June 24 webinar sponsored by The Food Industry Association (FMI). Additionally, there is the idea of affordability. Online shoppers believe that the availability of comprehensive product information leads to more transparency. As a result, one feels more honest and open.
According to studies from The Hartman Group and FMI, customers believe that shopping online offers a wider selection and is more convenient overall.
Retailers’ future challenge will be to strike a balance between the requirement to address the functional and emotional needs of customers and the need to minimise friction.
One vulnerability is the lack of food planning on the part of shoppers.
Online businesses may find it difficult to accommodate this last-minute concept, according to Ms. Demeritt. “It is evident that delivery times are increasing, but nearly 50% of dinnertime decisions are made within an hour of the meal being served.”
Retailers are already concentrating on boosting productivity and expanding their order windows.
“That’s the reason why retailers are still testing so many different scenarios,” according to Doug Baker, FMI’s vice president of industry relations. “Obviously, a lot of them work at customer fulfilment centres, but the majority of the investment will go towards technology and automation.”
Enhanced automation highlights the lack of a human element in online experiences, even though it can assist address the “last minuteness” issue.
“In this case, consumer perception is very important,” Mr. Baker stated. It’s a common misconception that if someone is selecting out groceries for you, you want them to work for the shop. It’s the notion of an employee entering a store with a gorgeous vegetable display or knowledgeable staff in the meat department.
“When we begin There is a belief that the best selection won’t be obtained if it is fulfilled by someone in the warehouse, whether that someone is a robot or someone who isn’t a food specialist.
Replicate the sense of aisle browsing is another challenge.
“Exploring new products and trying them out can make shopping enjoyable,” Ms. Demeritt stated. Perhaps a really cool end cap or a fantastic last-minute meal suggestion could be found. Online, there isn’t the same sense of discovery, but it’s improving as we consider new methods to upend the status quo and surprise or excite customers.
There are opportunities to use personalisation to promote discovery.
Nearly 50% of persons in the US have either attempted a customised diet or dietary styles, such as veganism or paleo, in the previous 12 months,” Ms. Demeritt stated. “Purchasing that in person can be challenging.”
By targeting customers with products they are likely to be more interested in, retailers can further enhance the online experience through curation.
According to Ms. Demeritt, “we’re already doing that to some extent with loyalty card data.” We’ve discovered that customers are prepared to part with certain personal data in exchange for advantages. Regaining that finding would be advantageous, in my opinion.