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Forty per cent of online groceries ordered on a mobile

As online grocery market expands in UK, the growth of mobile orders is creating new marketing challenges for retailers and brands

Forty per cent of online groceries ordered on a mobile

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Forty per cent of online grocery orders are now made on a mobile phone, according to a new study.

The UK FMCG Deep Dive – Taking Stock of the Future of Grocery report from marketing technology company Criteo found that seven per cent of all grocery shopping in the UK is now done online – more than in Spain, the Czech Republic and the Netherlands combined.

The percentage of shoppers that has purchased groceries online remains low at 25 per cent but according to the IGD, cited in the report, online grocery is set to grow by 68 per cent by 2021.

And there are big opportunities for fresh produce with fresh foods being shopped for as often as non-perishable products.

The evolution of click and collect services is driving this growth, according to the report, giving physical stores the edge over Amazon. Click and collect options, as well as fast and cheap delivery are important in ensuring that retailers win online and mobile orders.

Online shoppers would like to see large close-up product images and, if necessary, a 360-degree view. Product descriptions and nutritional information are also important, especially in categories like baby where nutrition and ingredient information is vital.

The increase in mobile orders makes it more important for brands to stand out, according to Criteo, but this can be challenging within the limited screen space of a mobile phone.

Paid placements on product category sites can give similar visibility to in-stpre end of aisle promotions but when shoppers consistently choose the same products, brands that are not included may suffer, said Criteo.

Ben Cooper, the European managing director of Criteo Sponsored Product, said: “UK brands have spent years developing powerful relationships with shoppers, but need to adapt their marketing practices, refined through years of in-store experience, to engage with customers online in new and more innovative ways.

“Ensuring that both physical and online retail stores are closely aligned, keeping abreast with changing market needs, offering best-in-class customer service, and products that live up to their brand’s promise will give them the advantage. The reward? A weekly presence in the baskets of their loyal online customers.”

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