COVID-19 has accelerated the shift to eCommerce and it is more evident than in the grocery category. Online grocery buyers have increased nearly 30 percent globally with grocers doubling their online business from 5 to 10 percent. It is expected that by 2023, online grocery sales will reach $129.72 billion and will account for nearly 10% of total grocery sales.
Due to the pandemic, millions of US consumers have switched to online grocery shopping for the first time. Though consumers are getting increasingly comfortable in ordering their groceries online, yet sellers need to find ways to earn a sustainable profit.
In a scenario where low margins are combined with low purchasing volumes, what should grocers do to find a competitive edge and take their eCommerce channels to the next level?
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If digital grocers want to improve their sales then they should focus on providing more personalized experiences to customers. The sellers should give customers the information they are craving so that they can make better purchasing decisions. They should include dietary considerations on product pages for food; ingredients for non-food items and so on. By adding information, the sellers won’t let shoppers toggle on different sites to learn more about products. Rather, you’re helping them make the right choices for themselves and their families.
Brand building is more important in eCommerce as compared to traditional grocery retail. Since customers aren’t visiting a physical location, you need to connect them with your brand. Leveraging solutions like Consumer Goods Salesforce CRM, you can do targeted promotion of your brand products to specific groups of customers. You can target individuals or segments with promotions, to make your campaigns more effective and more profitable.
Seventy-nine percent of customers believe that experience a company provides is as important as its products or services. So, you need to convenience to your shoppers. Since customers find it time-consuming to shop groceries online, you need to implement a personalized experience that can analyze the shopping habits of each customer and set up personalized shopping lists and recommendations.
The option to buy online and pick up in-store has become a new norm. The sellers are required to improve the in-store pickup experience. Leveraging solutions like Salesforce, digital grocers can easily facilitate this. Using Salesforce CRM for Consumer Goods, tasks can be created, instructing employees to pick up orders triggered by online purchases linked to the store. Once completed, the employee can confirm online orders for pick-up service.
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Sellers can take advantage of multiple channels to improve customer loyalty. In today’s highly competitive scenario, shoppers want quick assistance regardless of channel. So, grocers need to be available on every channel to resolve customers’ issues quickly and efficiently. Solutions like Salesforce Chatbots enable grocers to provide the customer with a seamless and unified experience, regardless of the channel. Chatbots can be used on various channels, including mobile apps, websites, and social media, to help and guide customers with queries. In case, when chatbots are unable to resolve the query, it can be escalated automatically to customer service agents.