LONDON (PRNewswire) — Online selling still represents a huge opportunity for manufacturers to develop a better understanding of their shoppers and to reach them directly, according to a new report from just-food, set to be published next month.
The report, How Brands Can Win in Online Grocery, written by Professor David Hughes, Emeritus Professor of Food Marketing, Imperial College London and Miguel Flavián, states that 'searchability' - the ease of which their products can be found in e-commerce grocery stores - is a decisive factor in the successful online merchandising of packaged food.
The authors also argue that manufacturers, frustrated with the constraining limitations of the traditional supermarket grocery model, are now turning to the web build direct relationships with consumers, offer new products and services and drive sales.
Writing in the report, author Miguel Flavián commented: "Online, consumers search for the best choice and price, and the fastest service; and companies which provide these successfully will be rewarded by their customers.
"We have a generation of consumers who have learned how to be savvy online shoppers, but hot on their heels is another generation that considers online shopping to be the norm," Flavián added.
The importance of consumer reviews, direct selling, and mobile shopping, including the use mobiles by consumers when in store, are also examined.
Established in 1999, just-food.com is a leading online resource for the global food industry publishing around 20 news articles, analysis features and insights every working day. Under the direction of just-food managing editor Dean Best, its experienced team of journalists, consultants and analysts provides a unique blend of reports and interpretation of the sector, including key events, trends, interviews and research that is delivered to over 87,000 business executives per month.