Food and drink brands recognize the growing importance of reaching shoppers online. Grocery ecommerce is not just expanding; it’s changing how people shop. According to Emarketer, digital grocery sales are set to make up 19% of all U.S. ecommerce by 2026, outpacing other categories like clothing.
Shoppers tend to stick with their grocery store. Research from McKinsey shows that 75% of consumers have stuck with the same primary retailer for the last decade. This loyalty is a great opportunity for brands to integrate themselves into customers’ shopping habits.
However, food and drinks are just part of the grocery landscape. Non-food items—think pet supplies and cleaning products—make up the other half. This presents a major space for advertising. For instance, if someone buys diapers, they might also be looking for baby clothes that a grocery store doesn’t stock. Albertsons has teamed up with Rokt to offer deals on various services like Hulu and Uber, showing how brands can diversify their reach.
Any brand can tap into grocery ecommerce strategies, regardless of their category. To stand out, companies need to adopt integrated advertising methods that engage customers at various touchpoints.
Some smaller brands often wonder if omnichannel marketing is only for big players. But it’s actually a chance for everyone to shine. Grocery stores now offer a range of digital advertising options, from in-store audio ads to targeted mobile app promotions aimed at consumers shopping for competitors’ products.
For example, a brand like Premier Protein could use TikTok to show influencers enjoying their shakes, then link directly to their optimized Amazon page. Following that, they can retarget interested viewers with ads on platforms like Instacart. This strategy effectively increases brand visibility and sales.
Here are some data-backed ideas to kickstart your marketing campaigns:
- Focus on click-and-collect: A recent survey by the Food Industry Association found that 31% of online shoppers prefer placing orders for curbside pickup, a 4% increase from last year. Brands can run promotions that shoppers can redeem both online and in stores.
- Partner with retailers: While delivery apps gained traction during the pandemic, consumers are now favoring direct orders through retailers, a trend expected to persist.
- Engage during pre-shopping: Many consumers spend time creating shopping lists and browsing retailer websites or social media. This pre-shopping phase is crucial for influencing their decisions, especially among Boomers, 60% of whom actively engage in pre-shopping.
- Utilize Walmart Connect: Walmart provides a strong advertising mix, including offsite options and social media integrations, making it a valuable partner for brands.
Understanding how your audience shops can position you as their go-to choice.
Social media trends also reflect these changes. Many consumers share their favorite grocery finds and experiences online, creating communities and influencing purchasing decisions. Staying tuned to these trends can help brands connect better with their audience.
As the grocery landscape continues to shift, it’s clear that adapting to digital strategies is essential for brands wanting to thrive. The potential for growth is vast, making now the perfect time to invest in a comprehensive ecommerce approach.
For more insights on ecommerce trends, check out Forbes.
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