Kellogg urges retailers to cater to ‘brick & order’ shoppers
Through a special arrangement, presented here for discussion is a summary of a current article from the monthly e-zine, CPGmatters.
“It’s still a very brick world, but it’s becoming an order world,” said Craig Geiger, senior manager, Insights & Planning for the Kellogg Company, in a presentation in Chicago at the Shopper Insights & Retail Activation conference.
Those in the audience were urged to move quickly to attract “brick & order” customers, referring to those ordering online or by phone for store pick-up.
A few years ago, 83 percent of grocery purchasing was done at brick-and-mortar. Today, one in four households buy some groceries online, he said. Stock-up trips are increasingly the reason consumers are purchasing groceries online and those picking up orders often pick up additional items.
Brick & order shoppers find online shopping appealing because of the greater access to product information and the stress-free experience. But online grocery purchases are driven by insights and emotions, and Mr. Geiger feels the industry needs to “inspire and incite with insight to create some change.”
His advice included:
- Developing an enhanced online presence;
- Employing a knowledgeable, creative copywriter for online marketing;
- Providing more information. It’s not enough to say the obvious, like potato chips are crunchy.
- Providing recipes and serving ideas;
- Engaging the customer with more detailed and inspirational content.
Who writes the online copy for grocery ads that are targeting the online shopper? Does the copy provide enough information? The customer will want to know how heavy the box or package is, said Mr. Geiger. He suggests including a picture that shows a person holding the box or another that shows how it looks in the freezer or cupboard.
Mr. Geiger also noted that, when Meijer promotes Eggo waffles, it includes ideas and recipes that suggest it is fun to eat the product.
Manufacturers, advises Mr. Geiger, should order groceries online from their retailers to assess their performance. Retailers should reinforce the idea of shopping in the store to online customers while they wait to pick up their order. Offering incentives such as free shipping may encourage other customers to try online grocery shopping.
“The loyalty window is now open, but it will close rapidly,” he said.
DISCUSSION QUESTIONS: What suggestions would you have for grocers to improve their online sites to support brick & order? Which grocers stand out for their online practices? What do you think of the suggestions offered in the article?