The number of Brazilians making grocery purchases online has increased by 42%, claims a new Food Retail study by CVA Solutions.
The Extra hypermarket banner boasts the highest level of online penetration, of 4.8%, followed by Carrefour (3.4%) and Walmart (3.2%), the study found.
The survey was conducted in September 2018 and was based on a sample of 7,800 consumers.
The number of Brazilian consumers who use an app for home shopping has almost doubled, going from 9.9% to 18.3%, with the most popular channel being supermarkets’ own apps (76.7%).
In addition, Brazilian consumers also use a range of dedicated online shopping sites, including Superlist (9.2%), Supermercado Now (7.3%), Home Refil (5.6%) and Meu Mordomo Online (5.4%).
Almost 24% of consumers take part in some supermarket loyalty program, with Pão de Açúcar (67.6% of total consumers) and Extra (63.6%) boasting the highest loyalty penetration, according to the study.
Visit Frequency
Brazilian consumers visit their local supermarket less than once a week (0.96), while trips to mini supermarkets are more frequent (1.7). In terms of the 'atacarejo' mixed wholesale-retail format, the average is 0.5 visits per week.
Direct and personalised loyalty and e-mail marketing programs have also had a positive impact on sales, the study found.
At the same time, however, inside physical stores, issues that bother consumers the most include queues at the checkout tills (for 29.8%), lack of desired products (21.3%), crowded parking (15.1%) and lack of product price (11.6%) or price errors (10%).
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
