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Grocery shoppers next target

CUTTING out the weekly trip to the supermarket could mean big bucks for the online suppliers of consumables.

According to ActivMedia Research, online consumers of groceries are not influenced by price but by the ease of repeat ordering and at-home delivery.

The company’s research report titled Consumable Products: Building Online Loyalty looks at five consumable categories: health and beauty, healthcare and pharmaceutical, groceries and household supplies, gourmet foods and beverages and pet supplies.

Based on last year’s purchasing patterns of around 900 online consumers, the study found grocery buyers were “brand-loyal and less likely to be bargain-hunters than buyers in other categories of online merchandise like computers and software”.

Gourmet shoppers will pay premium prices for goods perceived to be of premium quality with more than half of recent purchases being stimulated by on-screen appearance and presentation.

However, consumers in the healthcare and health and beauty categories were more concerned about price, with more than 50 per cent being willing to change brands and/or vendors if it meant a cost reduction.

The report notes “consumable buyers for the most part are deliberate shoppers and not highly influenced by online product recommendations, highlights or promotions. In fact, fewer than one in four indicate that their consumable purchase was stimulated by online promotion”.

Online consumers in the pet supplies category were the most brand loyal and more likely to spend when exposed to online

promotions and recommendations.

When Internet shoppers are pushing the trolley through the virtual aisle they are not looking for price tags but for convenience.

However, Forrester Research notes offering ‘free delivery’ can clinch the deal for 82 per cent of consumers.

It suggests embedding any delivery charges in the price tag.

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