Sir, New research data from our rolling programme may add additional insights to news of another value retailer looking at e-commerce sales. We have just polled 3,000 shoppers about their likely balance between online and in-store purchasing in five years time.
Respondents were asked the question by product category, not retailer. This is critically important given the breadth of ‘adjacent’ products offered by grocery multiples. The results show some product categories will continue to grow their e-commerce transactions (electronics, mobile telecoms, furniture) while others are predicted to slow their growth of online sales transactions, or even retrench somewhat to in-store (food, gardening, DIY). Millennials tended more towards online purchasing, but not by a huge margin.
By understanding which products bring people in-store, multiples can better promote secondary purchases and, indeed, use their products with more online appeal to encourage more store visits.
All this shows the importance of managing the balance between e-commerce and in-store through a holistic, 360 view of the customer. Strategically co-operative teams will work better than internal channel management structures in competition.
The notion that everything will continue moving online is not true. As a result, the channels through which to reach customers need to continue to be an effective combination of on and offline.
Crawford Davidson, MD, Go Inspire