Expert: How grocers can improve digital presence

Establish your brand’s own digital experience

“Grocers must ensure that they have control over the online customer journey from start to finish. A quality online shopping experience can only go so far. Outsourcing the last mile means that the one point of human contact the shopper has with the brand — delivery — is executed by a third-party that may not be aligned with the grocery brand,” said Barry Clogan, SVP of Business Consulting Services, MyWebGrocer.

Blend online and in-store strategies

“There should be a consistent brand presence both in-store and online. This consistency establishes a holistic user experience and better customer service, which ultimately results in increased brand loyalty and higher profit. Also, in order to have customer and employee buy-in, it needs to be evident that online grocery is not an “add on” or trial period, but an integral part of the retailer’s overall strategy,” said Clogan.

Establish a digital strategy now

“Many grocers still believe that a digital presence is a “nice-to-have,” but online grocery has proven to be more than a fad. Consumers today have endless options and, as previously mentioned, they’re not brand loyal. With the freedom to shop when, where and how they want, they’ll choose options that are most convenient for their ever-changing needs. The brands that don’t prepare will be left behind,” said Clogan.