Study: Online Grocers Face Marketing Challenge

Share this article:
Online grocers may need to focus more on their marketing efforts if they want to catch on, said a Greenfield Online study released yesterday.


The study found that only 31 percent of respondents have visited a Web grocer, and in a 30-day period, only 12 percent who visited a grocery Web site made a purchase.


The problem appears to be marketing. Almost half of the respondents, 47 percent, didn't know if an online grocer provided home delivery in their area, and 29 percent said they didn't buy online groceries because they don't know which site to visit.


So what are people doing on Web grocer sites? Apparently they are price shopping for when they do go food shopping. Wilton, CT-based Greenfield said 58 percent of online grocery shoppers compare prices, 30 percent access coupons and 29 percent are looking for weekly specials.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.