This is a very interesting test for the viability of e-commerce for items that are more regularly regarded as the ‘bread and butter’ for instore selection. There are lots of questions to ask and I try to keep an open mind, but personally I can’t see the value of this type of product having a big impact in e-commerce. The question is likely to be whether even a trickle of additional revenue is possible, and then make an assessment of the ROI.
This has been a trend that has been brewing behind the scenes for a while, driven by the need to increase profits, but, perhaps cynically, there hasn’t been a good enough reason to broadcast it up till now. To say that these brands are trying to help you consume junk foods responsibly is perhaps stretching it a little a bit, but there will be those that will no doubt take this in a more positive light
It’s basic behavioural science, and this article sums up our reaction to excessive choice rather well. Especially in the shopper environment we see the success of the likes of Aldi and the demise of retailers which are more about maximising their listing fees than providing a service to the shopper.
Adapting to Smaller Formats and Embracing E-commerce
This is a nice summary by IRI of the changes occurring to retail. Most of the content is familiar to those following the trends. It does have similar implications for the UK, but with the current economic climate, the ease of e-commerce will drive many small businesses into providing a wide assortment of products directly to their customers. Depending on the products it may be local, regional or countrywide. Given the British tradition of local shops, I am sure that we’ll see many people embracing this idea in its new digital form
Excellent article after we’ve seen Sainbury’s results today following Tesco’s dismal performance over the last months. More evidence that the one size fits all model is pushing up the daisies. A win for the shopper who is now clearly in the driving seat determining when, where and how they shop.
Walk through most shopping malls today and much of what you’ll encounter looks pretty similar. Average products for average people. Undifferentiated sale banners screaming at us from storefront windows. Copy cat promotional signs atop virtually identical racks. A sea of sameness.
Go online and not much is different. Navigation and shopping carts across most websites feel quite familiar. Take the logo off the site and you’d be hard-pressed to identify the brand. In our quest to improve conversion and cart abandonment rates we most often choose what we know works–the “best in breed.”
Our physical and virtual mailboxes are chock-a-block with one-size-fits-all marketing messages employing tried and true, but mostly tired, techniques. And much of it touts discount, not relevance.
When we’re afraid to take risks, when we seek efficient rather than remarkable, when we mostly mimic known best practices, our tendency is to regress toward the mean. And slowly but…
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An excellent piece outlining the details of Forrester Research’s study Future of Shopping!