Standing Out – How Brands Can Gain An Advantage Online
With online grocery shopping on the rise, brands are not taking full advantage of the opportunities offered by e-commerce platforms, a new study by Gartner has found. This article first appeared in ESM Issue 1 2020.
The growing sophistication of e-commerce grocery platforms, as well as pure-play online retailers, offers opportunities for brands to gain cut-through with an increasing number of online shoppers, however, not all are taking advantage of this.
That’s according to a series of studies on the UK and German markets, which explored the level to which both food and non-food brands are building a presence online.
Within the UK, for example, the Gartner Digital IQ Index examined the digital performance of 90 brands across 12 categories in the UK food sector. It found that as just 15% of these brands offer a direct-to-consumer function, retailer e-commerce sites – either as part of mainstream operators like Sainsbury’s and Tesco or pure-plays like Amazon and Ocado – represent a ‘crucial component’ of a brand’s online success.
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