Food marketing research by the London Imperial College outlines how the popularity of online grocery shopping has created a new opportunity for companies to develop and nurture direct relationships with consumers, and in doing so, create more successful outcomes.
Food manufacturers have traditionally been one or more steps removed from their consumers. Separated by retailers, wholesalers and even by international divides. In research carried out by David Hughes, Emeritus Food Marketing Professor, Imperial College London, we see that by carefully understanding the major determinants of online success (findability, consumer reviews, bundling, mobile) food producers can sidestep the usual channels, developing new, more profitable revenue streams that leverage their brand capital directly with consumers.
“Technology,” says David Hughes, “is enabling brands to build virtual personal relationships with their customers. Such as direct customer relationships in the digital world, however, and bringing logistical challenges in the real world, where consumers now expect instant service and fulfilment. Online, consumers search for the best choice and price, and the fastest service; and companies which provide these successfully will be rewarded by their customers.”
This report outlines the three key areas that food manufacturers must grasp: online grocery, direct selling, mobile shopping. The path to purchasing products and services is much more varied now, and manufacturers who can overcome some of the constraints of the traditional supermarket grocery model are able to to offer new products and services, build better relationships with consumers and drive sales. The best way to do it is by starting to develop a direct relationship with your consumers.