How Brands Can Win in Online Grocery

How Brands Can Win in Online Grocery

Food manufacturers have traditionally been one or more steps removed from their consumers - separated by retailers, wholesalers and even international divides. The stunning popularity of online shopping has created a new opportunity for FMCG companies to develop and nurture direct relationships with consumers, and in doing so, create more successful outcomes.

By carefully understanding the major determinants of online success (findability, consumer reviews, bundling, mobile) food producers can sidestep the usual channels, developing new, more profitable revenue streams that leverage their brand capital directly with consumers.

Extract: “Technology is enabling brands to build virtual personal relationships with their customers. Such direct customer relationships in the digital world, however, also bring logistical challenges in the physical world, where consumers now expect instant service and fulfilment. Online, consumers search for the best choice and price, and the fastest service; and companies which provide these successfully will be rewarded by their customers.”

This report outlines the three key areas that food manufacturers must grasp:

Online grocery
Direct selling
Mobile shopping

Once established, the authors, Professor David Hughes, Emeritus Professor of Food Marketing, Imperial College London and Miguel Flavián of, provide practical advice on how each area can be addressed. This compact report also includes numerous examples of food manufacturers who are winning the battle for online sales.

The path to purchasing products and services is much more varied now, and
manufacturers who can overcome some of the constraining limitations of the traditional
supermarket grocery model are able to to offer new products and services, build better relationships with consumers and drive sales.

Start to develop a direct relationship with your consumers - buy this report today.

Executive summary



Online grocery

The importance of being ‘searchable’
Increasing your brand’s ‘findability’
The power of consumer reviews
Hard work pays off
Using social media to your advantage


Packaging and direct selling

Going solo – the challenges of selling direct
The case for trialling direct selling
Making routine shopping easier
Working in partnership with retailers
Sell meals instead of ingredients


Mobile shopping

Harnessing the power of mobile in store
Use mobile apps to interact with shoppers
Transactional apps and shopping mission
Engaging consumers through dedicated mobile apps
Complementing traditional methods
Apps that help customers, from recipes to shop

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