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.