Most consumers have never purchased groceries over the Internet, but the convenience of the Web offers merchants an opportunity to reach more customers, according to a new study. Supermarket News, a trade publication, commissioned the study. The results will be presented March 26 at a technology summit sponsored by Supermarket News. There needs to be a marketing effort to educate consumers what is available and where.
Many consumers prefer to touch and feel products in the store, especially perishables.
Grocers need to find a way to get over that hurdle, perhaps by offering discounts to get them in the game. Once people do try online grocery shopping, the most important thing is to offer the highest level of quality. Jill Frankle, director of retail e-commerce for Gomez, agreed with Orgel that the Internet offers both a challenge and an opportunity to grocers, especially when it comes to the purchase of perishables. I think it is possible for these products to be sold successfully, if the grocer can execute and supply quality. The consumer needs proof of the concept.