As digital channels are generating a larger proportion of sales revenue each year, we are also seeing a shift in shopper behaviour and expectations. Shoppers are looking for more information; they expect more transparency about product information such as nutrition and allergens, and they want a consistent experience across channels and devices.
49%* of grocery shoppers research online before buying – whether they purchase in store or through ecommerce.
So it’s not simply a case of attributing your sales to online vs offline – for half of grocery shoppers, online content is part of the purchasing journey. Therefore, making your online content relevant and engaging is pretty important in driving sales for both channels.
However, ensuring your online shop has accurate, up to date, consistent and engaging information is an enormous challenge.
*Nielsen Connected Commerce Report 2017.