Last week, 400 delegates from major global brands and retailers, as well as ecommerce experts, came together at the IGD Online and Digital Summit 2015.
An overarching sentiment echoed through this year’s conference – in five years time there will be ‘no-line’ in UK grocery retail. There will be a truly omnichannel retail landscape where delineations between online and in-store are no longer relevant. Shoppers will be able to freely move between all channels, purchasing what they want, when they need it, without any friction.
At the moment this seems a big leap to take as only 26 percent of shoppers in the UK regularly shop online for groceries.
However, at the summit, Vanessa Henry, IGD Shopper Insight Manager, explained how new ShopperVista research indicates that shoppers are willing to take this leap if online retailers can deliver them the service they expect.
“Online – the rise of the challenger channel”, Vanessa Henry, IGD
The IGD ShopperVista research highlights that once shoppers start buying goods online, they’re likely to stay online and that although only 26 percent are regular online shoppers, a massive 42 percent are open to conversion.
The research also shows that online shoppers are more loyal – 54 percent of online shoppers regularly shop at the same retailer, compared to 50 percent of bricks and mortar shoppers. However, 41 percent of shoppers would switch online stores after just one bad experience.
With nearly half of shoppers swapping after just one bad experience, it is of paramount importance that retailers and brands can deliver a positive experience to their shoppers. If retailers can offer an easy, convenient and time-saving online shopping experience, they have a captive audience that are open to conversion and, once converted, will likely remain loyal to them.
Brand View Positioning
There are many ways that retailers and brands can improve shoppers’ online experience, so that a seamless ‘no-line’ landscape can develop.
Our new whitepaper “Discoverability, Representation and Engagement: the foundation of ecommerce success” details the fundamental elements that retailers and brands must get right to win online.
Only Brand View enable you to monitor the complete online retailing landscape.
Brand View Positioning is a suite of six powerful, online brand management analytics tools that are helping our clients win online.
- BV Compliance: Monitor products by name, description and image integrity, identify missing content, dimensions and features, and ensure accuracy and completeness.
- BV Promo Location: Track online promotion locations across retailers’ websites, monitor compliance to agreed campaign duration, messaging and content, as well as competitors’ promotions.
- BV Search Placement: Compare your online product visibility against competitors, view product ranking by keyword across multiple retailers and track search results.
- BV Category Placement: Rank your products against competitors based on a retailer’s site structure, determine any issues, and improve category performance, product visibility and sales.
- BV Reviews & Ratings: Track your shoppers’ reviews and ratings, evaluate reviews against competitor lines, and identify inconsistencies across retailers.
- BV Social: Evaluate your shoppers’ sentiment and track activity on Facebook, Twitter, Pinterest and Google+, so you can discover the conversation that matters most to your products.
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