RETAIL
for pickup — particularly when it comes to same-day service — even as the majority are visiting the store to shop .” In other words , it ’ s not just about offering the option for online delivery : it ’ s also about the way that it ’ s offered . Today ’ s consumers have grown accustomed to the ease of e-commerce giants like Amazon , and an online ordering form that is frustrating or unintuitive can end up turning consumers away . Investing in a quality easy-to-use mobile app that saves information and allows for features like easy reordering can be your best bet for success .
A Three-Pronged Approach to Engagement Convenience may be somewhat intuitive , but beyond that the study identifies three key points that retailers must master to be successful in capturing a piece of the online grocery market share .
The first of these points is segmentation , or drilling down to identify sections of your potential consumer base that could benefit from online services the most . This might be busy people who arrive home late or work odd hours , and can ’ t easily make it to the grocery store during normal hours . Or it might be a new mother , who could benefit from the ease of delivery over venturing outside and juggling groceries with a newborn . Or it might be an elderly person , who may have physical issues leaving the house regularly but can gain an increased self-sufficiency with the help of online delivery services . By better understanding demographic segments , a retailer can reach out in a more tailored way through perks like coupons and suggested items . “ Treating delivery as a unique channel offers retailers the ability to provide a degree of personalization and flexibility that they cannot via their traditional channels ,” says the study .
The second point is value proposition — in other words , for the average consumer to choose online delivery over visiting a store , it needs to be worth their while . This can be achieved through offers like same-day delivery and hybrid convenience options like clickand-collect , a popular choice for Tesco online service customers .
The third point is a true and honest form of engagement with the consumer base . After all , consumers
16 November 2015