Multi-channel grocery shopping on the rise worldwide, study finds
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MULTI-CHANNEL grocery shopping is surging across the globe, including Thailand, according to a major new study by customer-science company Dunnhumby.
“It is clear from our survey that consumers are changing the way they make purchases. As new online channels become more sophisticated, Thai consumers will continue to explore their options when it comes to multi-channel shopping, and brands need to be flexible and take all opportunities available,” said Teeradet Dumrongbhalasirt, head of Connect Media at Dunnhumby Thailand.
The survey analysed the shopping habits of 7 million people in 14 countries in Europe, Asia and the Americas.
The report revealed that huge growth was taking place across the full spectrum of multi-channel market development, with nascent markets such as Thailand growing by more than four times year on year.
Even the most established online grocery categories were still enjoying significant growth globally. The three categories with the highest share of online sales – frozen meat, baby food and care, and canned food – had an average annual online growth rate of 21 per cent.
The report underlined how a developed multi-channel strategy is vital for brands. The vast majority of online shoppers were multi-channel consumers, with less than 1 per cent of the global population shopping online only.
In Thailand, baking and stationery products saw huge growth (by 416 and 619 per cent respectively) as the Thai public becomes more aware and knowledgeable about online sales channels.
Brands were also more likely to succeed if their target market closely matched the profile of the typical online shopper – generally younger, affluent consumers with young children.
The report also found that not all brands were benefiting equally from the growth of multi-channel marketing, with many experiencing a decline in their online performance or online sales growth lower than in-store.
