Consumers’ Willingness To Purchase Groceries Online Is Shifting
Fusion Marketing’s Research Indicates a Positive Shift in Consumer Acceptance
LOS ANGELES (August 5, 2014) – The resistance to shopping for groceries online is fading. The online grocery business is expected to become a $9.5 billion industry by 2017. In fact, Fusion Marketing’s ConsumerInsights™ research indicates a 200 percent change in consumers’ willingness to try purchasing groceries online in just the last year. Moreover, shoppers are using all devices to place the order including smartphones, desktops, laptops and tablets.
Consumers are moving beyond searching for information to actually making grocery and produce purchases. Additionally, consumers are more open to receiving text messages and personalized ads from grocery retailers tailored to their shopping patterns. The same research conducted a year ago indicated that only four percent of consumers were purchasing groceries online and they were not interested in receiving text messages from grocery stores regarding promotions or special pricing for fresh fruits and vegetables.
Consumers’ acceptance of online grocery shopping is shifting. In just the last year, shoppers were concerned about the food quality and receiving refunds for damaged or spoiled products, especially fresh produce. Today, Fusion’s research suggests that consumers’ concerns about freshness from online retailers are dissipating. This is due to their positive delivery experience along with the convenience and pricing of buying online.
“We are witnessing consumer perception change from being reluctant to buy to testing the waters and making purchases,” explains Steven Muro, president and founder of Fusion Marketing. “Consumers typically aren’t spending a lot online overall. Our research conducted in 2013 and 2014 indicates that a larger percentage of consumers have made a produce purchase, but many spent under $25.00 per shopping occasion.”
As more consumers go beyond trial to making online purchases mainstream, the demand for increased speed, efficiency and simplicity will increase. Fusion Marketing’s research indicates that consumer behavior is changing and retailers should be prepared if they want to capture market share of the $9.5 billion grocery industry, which equates to over $1 billion from fresh produce sales.
ABOUT FUSION MARKETING
Fusion Marketing partners with fresh produce suppliers, associations and retailers to increase sales at retail. Fusion uncovers growth opportunities and turns them into information-based, market-ready solutions that are customized to each client’s unique business needs. Every project is supported by Fusion’s experienced team to provide the highest level of expertise and dedicated client support.
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