How to drive grocery sales online

Andrew Watts

Reveals the results of long-term research that used behavioural science and sales messages to create sales triggers, testing them across the product categories of chocolate, tea and cheese, in three digital environments.

Consumers are spending more money online every year and it's estimated that by 2021, UK shoppers will spend over £20 billion in the grocery e-commerce sector alone. This figure is a concern for brands from all sectors but is particularly worrying for FMCG brands, for whom this trend poses a number of serious challenges.

In fact, these challenges echo those experienced by brands in bricks-and-mortar stores, but at a more acute level: the grocer holds the power over stock and marketing, there is limited media space in which to communicate brand messages and the shopping environment is price-driven. In addition...

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