At the beginning, purchases made through this channel occurred when consumers could not visit supermarkets or hypermarkets. However, it is becoming a routine or habitual for a growing segment of customers to make their weekly purchases of food and beverages through the internet, using computers, tablets or smartphones.
Making purchases online makes it easy for the customer to stick to a shopping list without purchasing additional products. On the other hand, when consumers go to the physical store, walking through the aisles of a supermarket it is often difficult to resist the impulse to put into the shopping cart products that initially had not been planned and impulse purchases increase in the area near the checkout where stores place sweet treats and other attractive items to consumers.
Distribution of alcoholic and non-alcoholic beverages is an important segment for food and drink internet retailers. Customers can order beverages from supermarkets and hypermarkets but also from specialised companies who provide a faster service, since they do not use vans but moto drivers as the volume purchase in each occasion can be delivered in a small box.
The food and drink internet retailers compete offering shorter delivery times. Tottus was the first to offer a service in 90 minutes, which Wong has also done now.
There is a continuous process of improving websites and apps for mobile phones, seeking to make them increasingly customer friendly. While most consumers appreciate these efforts and value the changes, there is a group of customers who find it difficult to adapt to technology and feel that each change means a setback in their own learning process, making it very difficult for them to place their orders online constantly over time.
As a way to attract customers, retailers launch special promotions for purchases made only online. Customers who have already placed orders in the past often receive newsletters with these discounts to motivate them to buy again.
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This report originates from Passport, our Food and Drink Internet Retailing research and analysis database.
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