>>online finally delivers…where non-food must not intrude
For the past three years our mystery shoppers have experienced all manner of problems when trying to order The Grocer 33 list online at Christmas. Technology nightmares, out of stocks, bizarre substitutions, delivery failures. You name it, we have seen it.
However, as you will have read on page 20, everything worked like a dream for Christmas 2003. It’s a fantastic result, and one that all the online retailers we survey every quarter should celebrate.
Ever since the heady days of the dotcom boom there have been plenty of bullish predictions about the dramatic impact that online shopping would, one day, have on the grocery market. But I have always felt that until the quality of service offered via the internet matched that offered in stores there was little incentive for shoppers - particularly our dear friends, the cash rich, time poor consumers - to buy food and drink online.
After all, who wants to spend an hour faffing about on their computer ordering stuff that is not delivered?
Having seen the results of our latest online survey, noted the improvements we have reported every quarter for the past year or so, and had some good experiences of my own online, I now suspect we are very close to the point at which the internet can meet the needs and expectations of grocery shoppers.
I won’t get too excited just yet, as I feel there are still issues around consistency of execution to be resolved. Some retailers have clearly got this sorted - Tesco.com and Ocado take a bow - but others have a rather patchy record. It will be interesting to see the results of our next online survey in a few months time.
As well as exploiting new channels, like online shopping, the big retailers are also driving into new growth areas, notably non-food. And as you will see from our exclusive research on page 45, the non-food ranges available in supermarkets are going down well with shoppers. But while the research found consumers believe non-food adds to the overall shopping experience, it is reassuring to read that they don’t want any more food space being sacrificed to accommodate these new ranges.
producing incentives
the untouchable
For the past three years our mystery shoppers have experienced all manner of problems when trying to order The Grocer 33 list online at Christmas. Technology nightmares, out of stocks, bizarre substitutions, delivery failures. You name it, we have seen it.
However, as you will have read on page 20, everything worked like a dream for Christmas 2003. It’s a fantastic result, and one that all the online retailers we survey every quarter should celebrate.
Ever since the heady days of the dotcom boom there have been plenty of bullish predictions about the dramatic impact that online shopping would, one day, have on the grocery market. But I have always felt that until the quality of service offered via the internet matched that offered in stores there was little incentive for shoppers - particularly our dear friends, the cash rich, time poor consumers - to buy food and drink online.
After all, who wants to spend an hour faffing about on their computer ordering stuff that is not delivered?
Having seen the results of our latest online survey, noted the improvements we have reported every quarter for the past year or so, and had some good experiences of my own online, I now suspect we are very close to the point at which the internet can meet the needs and expectations of grocery shoppers.
I won’t get too excited just yet, as I feel there are still issues around consistency of execution to be resolved. Some retailers have clearly got this sorted - Tesco.com and Ocado take a bow - but others have a rather patchy record. It will be interesting to see the results of our next online survey in a few months time.
As well as exploiting new channels, like online shopping, the big retailers are also driving into new growth areas, notably non-food. And as you will see from our exclusive research on page 45, the non-food ranges available in supermarkets are going down well with shoppers. But while the research found consumers believe non-food adds to the overall shopping experience, it is reassuring to read that they don’t want any more food space being sacrificed to accommodate these new ranges.
producing incentives
the untouchable
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