Progressive Grocer - June 2018 - DF3

Branded milk can serve
as an excellent
gateway for online
shoppers to explore
other fresh foods.
Win fresh to win long-term
Fresh foods like meat/seafood, produce and dairy account for about one-third of grocery revenue overall,10
but roughly two-thirds of online shoppers say they aren't
currently likely to purchase these types of perishables
online for home delivery.11 That leaves a gaping hole in
online opportunities that savvy retailers can fill by overcoming consumer barriers to buying fresh online.

Top 4 factors when choosing an at-home
grocery delivery service
1 Quality of the food/products
2 Variety of items offered
3 Speed of the delivery
4 Types of brands offered
Source: Morning Consult poll, 2017

Branded milk can serve as an excellent gateway for
consumers to explore other fresh foods during digital
shopping trips. Milk is a trip driver and a staple purchase
for most shoppers-especially parents with children, a
key online shopping demographic-with fewer attributes
to be entrusted to in-store pickers' judgment than fresh
foods like meat or produce. Consumer confidence in a
retailer's ability to deliver online milk orders can help
inspire confidence in the ability to deliver other perishables too.
In addition, 58 percent of shoppers say that knowing
products were recently picked or packaged would motivate them to buy more fresh produce online.12 Food quality and variety, in fact, are consumers' top considerations
in selecting an at-home grocery delivery provider.13
Providing and leveraging a top-notch online shopping experience is no longer a nice-to-have for grocery
retailers-it's a must-have to maintain and grow market
share. Let's take a look at some practical solutions for increasing online basket rings overall-and boosting fresh
online sales by promoting milk as a gateway.

5 ways to improve your stores' online shopping experience
1. Lead with brands.
Online grocery users, who often are more quality conscious than value conscious, are a prime audience for most
CPG brand leaders. Provide high visibility to well-respected brands aligned to these settled, higher-income families who tend to make online grocery purchases.

2. Boost milk's online shoppability.
Make it easy for online grocery shoppers to find and select their favorite staple milk products. Offer a sort and
filter function aligned to the attributes that shoppers use for milk, such as fat level, brand, size, flavor, etc. Include
comprehensive product descriptions and nutrition information, and feature large images on your mobile site
showing several angles and sizes.

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Table of Contents for the Digital Edition of Progressive Grocer - June 2018

Contents
Progressive Grocer - June 2018 - Cover1
Progressive Grocer - June 2018 - Cover2
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Progressive Grocer - June 2018 - Contents
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Progressive Grocer - June 2018 - DF1
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