grocery stores

How well are grocery brands integrating digital content with ecommerce?

Sainsbury’s has unveiled a few tweaks to its ecommerce store as part of a site replatforming that is aimed at improving its multichannel shopping experience.

The new site has one or two new features, including improved navigation, favourites and more personalised offers.

However the addition that caught my eye is the new ability to add ingredients directly from the recipe pages.

I’m surprised that this functionality didn’t exist before as it seems like an obvious way of improving the user experience and grabbing some incremental sales.

The huge rush to content marketing also makes these recipe pages important for customer acquisition and engagement, so one would assume that they would have been prioritised before now.

Grocery retailers need to catch up to consumer expectations on mobile: stats

Adapting grocery retail for the mobile customer does present a number of challenges. 

As shopping habits change in line with the availability of better technology, faster connectivity, improved usability and the proliferation of responsive web design, the standard for what consumers consider a satisfying ecommerce experience on mobile is becoming a high one to match.

Savvy Marketing has recently published a report on the digital shopper landscape in which it surveys 1,000 consumers on their ecommerce habits.

It reveals the technology and functionality that shoppers expect retailers and brands to provide currently or in the very near future.

Are grocery retailers properly catering to mobile shoppers?

It’s no secret that people commonly use smartphones while in-store, however a new report has revealed the extent to which mobile devices influence the purchase journey for grocery shoppers.

A survey of 1,400 people who were logged into Wi-Fi hotspots found that 83% of respondents use a smartphone or tablet to prepare their shopping list, while 59% use a mobile device to search for recipes.

Almost two-thirds (64%) of respondents then use their smartphone while in-store to help them shop.

The data is obviously skewed to only include people using some sort of mobile device, however it is a useful indicator of how connected consumers buy groceries.