Northfork has welcomed Caitlyn Summers to the team as its new Head of Sales, US. And what a start it has been. Summers has hit the ground running, attending both CES 2022 and NRF 2022 in the past three weeks.

"We are delighted to welcome Caitlyn to the team," comments Northfork Co-founder Erik Wallin. "Her deep industry knowledge and experience will be key to supporting Northfork's expansion in the US during this crucial year for the online grocery retail sector."

Entrenched behaviours

The appointment comes as new figures from Brick Meets Click highlight the importance of online food retail in the US. Online grocery shoppers spent $97.7B during 2021, with over 70% of households shopping online for groceries at least once during the year. The average monthly active user placed an average of 2.74 orders per month, with monthly order frequency up 35% during 2021 compared to before the pandemic.

How deeply consumers' new shopping behaviours have become entrenched means retailers can start facing the longer-term future more strategically than has been possible for the past couple of years. Key to that will be building partnerships that enable them to connect and engage with shoppers in new ways.

New technology for the new year

It is precisely this that Northfork's recipe shopping technology can facilitate. It enhances the grocery shopping experience for consumers. At the same time, it makes it easy for retailers and content publishers to deliver that improved experience. The technology also makes creative new partnerships easier.

All of this contributes to improved customer engagement, which increases loyalty. The result is higher conversion rates for retailers and content producers. And that means potential for greater profits.

It is into this dynamic environment that Summers has dived headfirst. Bringing extensive industry experience to the role, she will be working with retailers and publishers to expand the use of Northfork's technology across the US.