Grocery firms need to step up to digital

New research has indicated that grocery businesses have not fully embraced the digital world, with online sales predicted to account for just five percent of total transactions in the next two years.

Presently, the market share for the online sales of such products is only 3.7%.

To fully tap into online opportunities, it is said that the industry must urgently look into smarter packaging, better presentation, more coherent supply chains, and that their websites are delivering on content and relevance.

One area that market research firm Kantar Worldpanel said should be focused on is social, but that many firms are warned off this by the very fact that online sales volumes are low.

Manufacturers could also be put off by the sheer wealth of search terms that they would have to target. This lack of willingness to tackle the work involved leaves many of them unprepared for the online landscape, however, many are turning to search engine optimisation (SEO) copywriting services to get around this issue.

This has been recognised by Birds Eye’s parent firm, Iglo Group. It has relatively high online sales of 10% and hopes to up this to 25% by 2017. Its general marketing manager, Cheryl Calverley, added that choosing the right search terms is essential:

“If you have the wrong words at the beginning, someone who is accessing through a mobile might just see ‘frozen pea’ and have no idea what size pack it is, if it’s peas and sweet corn, peas and carrots or just peas.”

Nestle too is tackling the issue, creating online-only product descriptions and even packaging.

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