There is a seismic and very fundamental shift in consumer loyalty from brand to service – a key insight that came out of a global consumer mindset study by Salmon, a Wunderman commerce company. As the demand for digital services grows shoppers are becoming increasingly comfortable with it. This naturally varies considerably between categories with groceries coming in at the lowest. While shoppers prefer to buy from traditional grocery retailers, they increasingly will do price comparisons online and their choices are influenced by social media and loyalty programme offers – which are largely based on basket data insights.
While the local store remains the main destination, the traditional grocery landscape is changing quickly and becoming more integrated. * Online FMCG sales are booming in Europe, with double-digit growth in Italy (+42%) and Spain (+29%) and dynamic performances in France and Germany. Sales of food and personal care in particular are over-performing in e-commerce, and are set to jump +54%* in the next five years. According to IRI’s report, the FMCG market is ripe for further disruption online, with new partnerships forming and new distribution opportunities emerging.
Sources: “The Future Shopper 2018 and beyond” – Salmon, a Wunderman Commerce Company &
*IRI, a leading provider of big data, predictive analytics and forward-looking insights, source article: