With the global events of the last two years, the consumer experience has developed much faster than expected. Brand interactions and shopping experiences have taken different directions than they used to.
By 2022, an Accenture survey recorded that 50% of global consumers say that the pandemic has made them reevaluate their purposes about what's really important, harkening back to different aspects of how we lived, worked and shopped just 2 years ago.
In a highly competitive marketplace, personalized personalized service has become synonymous with customer loyalty. 72% of consumers who have reevaluated their purchases say they expect the companies they do business with to understand and address their needs more attentively.
While 50% of these people point out that numerous companies have let them down by not providing immediate attention, support, and understanding to their needs during the hardships of the pandemic.
With digital transformationWith digital transformation, many consumers have become more attentive not only to the purchase items, but also more demanding of the model that will provide the complete experience.
Omnicality has become indispensable, gaining more and more prominence to to strengthen the relationship between online and offlineomnicality has become indispensable, gaining more and more prominence to tighten the relationship between online and offline, enhancing the experience of the consumer who is gradually looking for faster, safer, and more convenient shopping options.
This trend is an evolution of the multichannel concept. With omnichannel it is possible to integrate physical and virtual and virtual stores, in addition to exploring the possibilities in other channels such as mobile applications, social networks, and several others.
With this, it has become increasingly clear the need to migrate need to migrate or expand business to the digital environmentenvironment, reinforcing strategies of Customer Experience strategies in the name of innovation that will bring more satisfaction to customers.
Thus, supermarket owners found themselves faced with a new challenge: to conquer the Grocery e-commerce. Grocery e-commerce.
On Black Friday 2021the most prominent sector was also the Grocery sector, reaching the 80% of sales made at the event by Mercado Livre. This percentage also represents a 540% increase in order volume in the category.
This rapid shift in digitalization has made it necessary for grocery owners, learn more about e-commercand how to develop integrated value that can act with the consumer's consumer needs while also projecting profitability.
The e-Grocery works by being connected to physical stores that restructure their business modes, being able to serve the digital world as well. The order is placed online, entering the system that sends the customer's list to an attendant who will search for the products that have been chosen.
In a research by McKinseyit was found that consumers are seeking a new model of life, where they can be healthier and save money.
This demonstrates the need for a digital presence that can help supermarket owners highlight their business, personalize promotions, and engage consumers in a more meaningful way.
What are the expectations for Grocery e-commerce?
Even if adoption is still slow, digital consumers are only increasing, making e-grocery a great potential to sustain the market with bigger budgets. It is estimated that by 2025, the average annual spend by shoppers in this niche will increase from US$856.47 in 2021 to US$1,524.84.
It is expected that retailers and delivery companies will realize the effect of e-grocery, gaining a higher percentage of online sales, even with the insulation restrictions removed. The "click-and-ticket" functionality will also take on a different meaning, serving as an entry point for merchants who have not yet sought to invest in delivery models.
Giants like Amazon and Walmart are willing to invest in membership programs as a result, triggering subscription benefits and discount incentives. The focus of this strategy is to pay greater attention to customer loyalty.
While this is the essential way to embrace digitalization in the supermarket e-commerce niche, it is important to also understand that there are numerous challenges to conquering this strategic solution.
Currently, companies with long-lasting products, such as clothing or electronics, have already been able to embrace the digital environment, but for those selling food and beverage products they remain tied to the physical channel.
Events that should boost E-grocery sales
According to a survey conducted by the Credit Protection Service (SPC Brasil) and the National Confederation of Store Managers (CNDL), it is expected that in the World Cup 2022$20.3 billion in the Brazilian economy.
Thus, 56% of businessmen interviewed in the survey conducted by SPC Brasil and the CNDL said they expect to increase sales during the World Cup period. This behavior also shows degrees of optimism in several segments in several segments, such as hotels - which is expected to be the sector that will profit most from the event. 56% of entrepreneurs in the leisure sector, and 55.6% in the food niche are also optimistic about increased sales.
In the case of Black Friday, digital channels were promising high sales in 2021 and that projection has come true. According to the report by NilsenIQ Ebit, in the 2021 edition e-commerces grossed a total of R$ 4.2 billion between the Thursday and Friday of Black Friday, representing a nominal growth of 5% compared to 2020.
Although order volume was down 9% compared to 2020, there were a total of 5.6 million orders placed between November 25 and 26, and the average purchase ticket rose 16% to R$753.
On Cyber Monday (the Monday after Black Friday) was generated R$648 million in revenue, reaching a high of 16% compared to 2020.
Among the prominent sectors, the categories that got the most order volume, were:
Because Black Friday coincides with the time of the World Cup, the Food and Supermarket category is expected to grow even more in 2022.
In the survey conducted by Globo shows that 56% of people said they will buy some item because of the sporting event. See:
Supermarkets usually stock a wide range of products, where most of them are food and perishable goods. This is one of the factors that add a number of challenges to the digital selling model.
Besides being sensitive to time and storage conditions, food products are often sold with many different options.
Some products are sold by weight rather than by piece, and their condition also varies from day to day. Just think about the ever-changing nature of an avocado or a banana, and many of the challenges of selling them online become apparent.
These are just a few of the challenges that can appear in the supermarket e-commerce journey, requiring the attention of leaders and experts if business is to function in the right way in the category.
Finally, we can conclude that digitalization has become a major highlight in the market, bringing numerous benefits and challenges in the name of innovation.
When we think about the new demands of consumers, who seek faster and more adequate answers to the digital moment, we realize that it is impossible to see digitalization far from any niche - especially the supermarket one.
The multichannel strategy has been gaining more and more prominence in moments where digitalization is explored, as it is now. The omnichannel concept has brought endless possibilities in the name of offering the best shopping experience to the consumer.
It is worth remembering that e-grocery is not just about sales, it is also about focusing on the customer, offering the best buying journey in the consumer's everyday life.
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