Delivery service can leverage online sales in supermarkets

A survey shows that most supermarkets are not able to deliver items within a satisfactory period of time, which can drive away internet shopping consumers

The growth of supermarkets in the online environment has room for development in Brazil, but many chains have already invested in this channel looking toward the future. However, it is necessary to understand the consumer’s behavior before taking any step towards technology and interactivity.

In a survey conducted by the consulting firm Bain & Company and by Google, it was detected that 52% of North American consumers still carry along shopping lists written on paper. Besides this, the penetration of online platforms in the food purchasing process is still wavering in the United States in comparison with other countries like England (10%) and South Korea (15%).

In the United States, online food shopping carried out in supermarkets only make a total of 3%, according to the survey. Another data that reinforces the yet-embryonic shopping behavior in virtual American supermarkets is that solely 6% of the eight thousand interviewees made more than one order in 30 days. The positive data of this sample is that 25% of the participants carried out at least one internet purchase last year.

It is important to know that, for the participants who made the first internet purchase, 42% of them believe that they have gained time. And the more items that are purchased in the digital environment, the more satisfied the consumers feel. Of those who purchased ten times or more at the Internet, 68% confirmed that they have saved time.

Digital environment requires expertise

One of the key obstacles to online retail business may be in the availability of products for the consumer. The survey shows that the main advantage of traditional supermarkets in relation to virtual supermarkets is at the time when the consumer looks for a product. In physical stores, they think it is easier to find items by walking through the aisles than by browsing at the network’s e-commerce.

Another data that shows the vast opportunity for supermarkets in the digital environment is that, when the survey participants were asked which would be the first store option if they were to make an online purchase, 85% of them replied it would be the supermarket they frequently visit.

In Europe, there is also a concern from supermarket chains of serving likewise customer who opt for online channels. One of the weak points for online supermarkets is the delivery issue, according to a survey conducted by Capgemini. Besides offering delivery, it is necessary to ensure that it is fast, preferably a few hours after the consumer’s order has been placed.

In accordance with the survey, over half of online shoppers assure that they could be more loyal to a supermarket if this offered deliveries within a period of two hours. On the other hand, the survey shows that 19% of supermarket chains worldwide with online presence perform deliveries in up to two hours, as compared to 98% that offer delivery times of one to three days.

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