The online CPG market is becoming omnichannel
As more and more consumers turn to the internet for a portion or all of their grocery shopping, online and offline have merged into the consumer-centric omnichannel market.
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The growth of online CPG into the omnichannel
Covid has accelerated a transition to online grocery shopping.
The shopping journey has now become more complex, with consumers comparing prices and items and commentaries on different sites and platforms. To retain or increase sales and maintain customer loyalty, manufacturers need to ensure that consumers have a seamless and consistent experience with their products across all online and offline interactions.
China: one the most advanced online to offline markets
Asian ecommerce markets are the most mature in the world. Chinese chains like Coop at Home with 389 online stores and LeShop with 163 stores are leading the way in bringing consumers into physical stores through digital platforms.
The US CPG ecommerce market
In America online grocery got a bit of a late start but the market is quickly catching up. Walmart now has 4,743 online stores, Amazon Fresh now counts 11 grocery stores in addition to its massive online business and delivery network, and Kroger offers over 2,000 pickup locations and 2,400 delivery locations in the U.S.
France, the birthplace of the click & collect model
The population distribution in France keeps delivery too expense for it to go mainstream, however the BOPIS and click and collect models are mature. The country’s largest chain, Leclerc, has 784 “drives” or click and collect stores, Intermarché has 1695, Carrefour 1228 and Courses U 873.
The UK CPG online market: the most mature in europe
In the UK, online grocery is shifting from a warehouse to a store-based model as brick and mortar stores find value in their proximity to consumers everywhere. Asda has 713 online stores, Morrisons Click And Collect has 447 locations, Tesco has 378 and Sainsburys, 337.
The complex interdependence of supply chains that globalization has created makes them vulnerable to disruptions because they are so intricate and often span so many different regions. CPG manufacturers–as well as consumers–are experiencing the effects of those disruptions right now.
In this webinar the participants discuss implementing the insights from data with brands and retailers to boost the online performance of multiple business drivers.
-Merging data with actual logistics
-Finding the balance between private and national brands
-Discovering the reasons behind out of stocks
This study of crisps availability in France during the Champions League final offers four levels of analysis: across categories, across retailers, across manufacturers and across regions.
As in many other countries in the world, the rapid expansion of quick commerce is having an impact on the omnichannel grocery sector. What does this mean for retailers and CPGs? How can CPGs benefit from this shift. Our in-depth whitepaper answers these questions and many more. It includes several exclusive analyses.
They’ll examine online visibility from multiple perspectives, organic and paid levers as part of the shopper journey, and differences among markets.
You’ll learn about:
Barilla’s online visibility journey and strategies
Organic and paid levers in detail – including search, emedia and more!