Why grocery e-commerce user experience is important

Dive Brief:

  • Episerver, an Irvine, CA-based digital commerce solutions provider, said providing clear and complete info is the key for food retailers to see successful sales in ecommerce, according to Progressive Grocer.
  • In its report, “Reimagining Commerce,” Episerver found 98% of consumers have been dissuaded from making ecommerce purchases because of incomplete or incorrect content. Almost a third have been discouraged every time.
  • The report also shows that people expect personalized content as part of their online shopping experience, with 59% of consumers saying it is necessary.

Dive Insight:

Even though studies show that shoppers are increasingly using the web to make online purchases at the grocery store—whether by ordering from an online delivery service or ordering and picking up at the stores themselves, many are not happy with the process.

Of course, Nielsen and the Food Marketing Institute have reported that online shopping is expected to grow to $100 billion by 2025, so it’s not going anywhere. Grocers dealing in ecommerce just need to make it a bit more user friendly.

Analysts say that adding convenient services, such as allowing ordering by a store app or website and providing curb-size pick up can keep traditional grocers competitive with industry disruptors.

Grocers should also make sure their sites and apps are clear and concise, and have the information people expect. Descriptions, photos and name of products should be consistent on all retail sites. Grocery experts and industry leaders have called for retail companies to work together to develop a single sharable suite of digital information on products that are available. 

Additionally, information like an address, loyalty program information and calling out any specials or sales will keep customers happy and coming back.

Adding recipe guides to an ecommerce site can also be a winning move. These allow consumers to get interesting food ideas and they can easily click and add the ingredients to their baskets, making for an overall higher ring at the register.

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Filed Under: Grocery
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