Online shopping frequency, grocery sector
Posted: Thu Jan 30, 2025 7:16 am
E-commerce in the grocery world – although limited to a penetration of 0.5% – is not only a transaction channel that has increased the frequency of purchases ( 51% of those who shopped online did so weekly in 2017, compared to 31% in 2016 ), but a great opportunity to listen and manage customer satisfaction from an omnichannel perspective.
In this logic, we can read the listening campaigns that the Despar group is activating in the North East, also through the Facebook page and the Instagram profile, and the growing adoption of geo-marketing initiatives types of nurse databases advertising and retargeting campaigns following the visit to the site, the download of the app, the consultation of the e-commerce, the reading of a digital flyer.
Tools such as Facebook Locations or Google Affiliate Ad Extensions allow in particular the centralized management of such campaigns and carry within them the value of the positive relationship between the parent company and the points of sale.
The role of data therefore, in the retail world, does not only have the value of verifying the effectiveness of the communication initiatives conducted, but also the value of facilitating greater knowledge of the customer and offering the incentive to create personalized drive-to-store initiatives and support for the entire supply chain.
In this logic, we can read the listening campaigns that the Despar group is activating in the North East, also through the Facebook page and the Instagram profile, and the growing adoption of geo-marketing initiatives types of nurse databases advertising and retargeting campaigns following the visit to the site, the download of the app, the consultation of the e-commerce, the reading of a digital flyer.
Tools such as Facebook Locations or Google Affiliate Ad Extensions allow in particular the centralized management of such campaigns and carry within them the value of the positive relationship between the parent company and the points of sale.
The role of data therefore, in the retail world, does not only have the value of verifying the effectiveness of the communication initiatives conducted, but also the value of facilitating greater knowledge of the customer and offering the incentive to create personalized drive-to-store initiatives and support for the entire supply chain.