23 May, 2019

You (Probably) Abandon Customers After Checkout.

Erik Wallin
CEO at Northfork

Are you one of those online grocery retailers that are working hard to acquire new customers, and the marketing department sweat to reduce abandoned carts, which is steady at 69% according to a study from Baymard.

Photo by PhotoMIX Ltd. from Pexels.

This article will help you understand how to make the 31% that check out come back, and back, and back. We at Northfork argue that, once they are in, you have the possibility to keep them attracted to you with an increased dialog.

Life as an online grocery retailer is tough. There is a fight for market shares and on the battlefield there is no one with a clear vantage point, yet.

The solution to get ahead is through increased consumer dialog, and the vessel for doing so is recipes and meal plans.

Where individual products limit the talking points with shoppers, recipes and meals have high relevance for a deepened dialog, and building from that a closer relationship.

In the fragmented grocery market we have found recipes to generate returning visitors to retailers online domain after check out.

The visitor is returning based on the recent shopper experience, for instance to collect information such as cooking instructions. So he or she is open for assistance and open for a deepened dialog.

That is why recipes creates a sort of magic to online grocery shopping.

This opportunity is build around the understanding of the full interaction between the shopper and the food they consume. It starts from inspiration and planning, to a shopping experience and later to meal prep and cooking.

We can explore these opportunities in three steps.

  1. Planning. Assisting consumers with planning give retailers the opportunity to use extensive shopper data to create relevant meal plans and dinner suggestions. The starting point can be individual products and or a set of product that indicate taste, budget, brand and or skill preferences. A study from Accenture states that 49 percent of shoppers would not object to having their buying behaviour tracked if it would result in relevant offers.
  2. Shopping. Current shopper journey for groceries online takes about 30 minutes and 300 clicks.We have seen that adding all ingredients needed to prepare one recipe is faster than adding all individual products. Actually reducing the amount of clicks with 85%. Buying more that one recipe exponentially reduce the time, due to possibility to combine similar or same ingredients from multiple recipes in a meal plan.
  3. Cooking. This is the essence of my message to you. Bringing back visitors to your online store for preparing the food that have purchased is a magic moment. The shopper can enter in any good r bad preference for you as a retailer. The delivery was late, item been replaced, bananas too soft. The shopper still end up coming back for; the cooking. If there is more than one recipe, the visits to the site multiply. Given the past experience this gives you as a grocery retailer the possibility to start a dialog understanding what is important in their life. And this is long before the shopper starts to be open for another shopping occasion. Assisting with unexpected help and support, you can save a poor experience in the previous steps, or build more loyalty from a positive experience.

In the physical world of retail, or in other online shopping categories, there is nothing like this possibility. When it comes to having the possibility to create a post shopping dialog with consumers the physical world of retail differ massively from the online.

Recipes allow you to learn from user behaviour and address the reasons why and what they appreciate with your product and also where you need to improve.

About the author

Erik Wallin
CEO at Northfork

Erik is co-founder of Northfork, he has a long experience of the grocery industry within marketing and sales. Before Northfork, Erik founded BagHitch a P2P transportation service.
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