The acceleration of eGrocery popularized purchasing online and picking up in store, also known as “click and collect.” BCG’s July 2020 report shares that the average basket size for click and collect orders was roughly $71, 29% higher than the basket value for online only orders.
So how should brands adapt to this consumer demand for an omnichannel shopping experience? To explore this question, MikMak’s Founder & CEO, Rachel Tipograph, spoke with Hershey’s Director of Digital Direct & Operations, Andrea Steele, at WBR’s Food & Beverage event to discuss how to think about eCommerce growth, omnichannel profitability, and performance marketing within eGrocery. Here’s what they had to say:Products that consumers want must be on the shelf
Andrea comments that in an omnichannel world, having products physically in stores and in stock online are “increasingly the same thing” to the consumer. This not only means having a compelling set of products that is in high demand, but also making sure that they are available on the shelf.
To create successful products that resonate with consumers, Andrea first reviews and monitors consumer behavior data to determine what occasions and needs are top of mind. For example, Andrea observed that consumers staying at home were driving demand for baking, s’mores, and movie nights. These insights informed her decision making when it came to adjusting her product portfolio.
Then, with the right mix of products, brands need to make sure they’re available for purchase from anywhere. This begins by making both your product and your creative discoverable. “You can be available, but that doesn’t mean you’re on the shelf,” Andrea explained. Every piece of media produced should have capabilities that enable shoppers to buy from anywhere.
Leverage first party data and get the right partners
When thinking about profitability in omnichannel, having the right product and media portfolio is everything. That requires making decisions on what data to collect and how. “A critical role within an organization is insights,” Andrea shares. It means “having a view as to what the omnichannel consumer journey looks like so you can make the right decisions on what to build, where to spend, what your roadmap looks like.”
To begin, brands can look to their ecosystem of external partners. From consultancies and SaaS companies, there is a wealth of data sources to choose from. Strategically selecting your partners will help you get a macro level understanding of the industry, and see insights and behaviors emerge first hand.
However, in order to clearly understand your brand’s role within the industry on a micro level, you will need to do your own research. For Andrea, first party data collection is a must for gathering insights, targeting, and personalization. Collecting your own first party data will ensure you’re in tune with your shoppers, understanding their behaviors, occasions, and needs.
Integrating omnichannel into your organization
In a world where retailers and shoppers increasingly omnichannel, it’s important for brands to be there as well. As the consumer journey for online and offline shopping converges, brands need to restructure their organization and processes to adapt. This is especially true for larger companies who are looking to grow their omnichannel consumer base. As Andrea comments, “How do we make it part of everybody’s job?”
“Ultimately it’s not about a tool or capability, but it’s about integration.” Andrea shared a glimpse of Hershey's process to achieve total company integrations in every department, from finance to supply chain to media. They are reworking all of Hershey’s processes to “adapt to that new truly omnichannel world”.
Are you also looking to leverage eCommerce insights to unlock omnichannel for your brand? Schedule a demo with MikMak today to see how we’re currently doing this for leading brands, and how we can help you.
