Is There Value in Targeting Online Food Shoppers?

Along with searching for new audiences, we are continuing to explore new ways in order to approach internet marketing. Therefore, as the value of the online grocery market continues to rise, we thought we'd take a look at how successful the marketing tactics have been for those targeting this particular avenue. According to an article on Brand Republic, not that well.

Last year, Evolution Insights targeted 1,002 online grocery shoppers and 13 online grocery shops to see how they responded to in-place marketing campaigns. They discovered that 75% of the shoppers were highly focused, heading directly to their favourite items and then directly to check out. Only a handful started their online shopping experience by looking at adverts and a few more skimmed them briefly before checking out.

"Our research shows that shoppers actively use their favourites and basket total to control spend and avoid temptation." James Johnson of Evolution Insights said.

But then he also said this:

"Special offers and shopper marketing is too often poorly targeted online. For online grocery shoppers, it's more about relevance than aggressive discounting - a common complaint among shoppers is the lack of relevant offers and suggestions online."

So, is the poor response due to poor campaigns or due to consumer focus? Perhaps it is a combination of both.

What we do know for sure is that, at this stage in the game, the brand marketing out there targeted to online grocery consumers is not working all that well, so a different approach is needed. But while you're contemplating that different approach, also contemplate this - whatever you come up with needs to be mobile-friendly because this is definitely the next stage in the game.