When we observe the e-commerce phenomenon in the food retail sector, we identify its growth potential. In global terms, Insider Intelligence projections confirm this trend: by 2026, it is expected that 24% of retail purchases will be made online, reaching 8.148 trillion dollars.
But how will the food retail sector adapt to this evolution? Here are the 7 trends of the future:
IoT (Internet of Things)
I believe this is the basis of the future of food retail e-commerce and it influences all other trends. The IoT comprises a set of sensors connected to the internet that allow us to communicate with other devices, facilitating the management of our pantry or refrigerator. It ensures that nothing is missing in our home and anticipates restocking. This will help create an (even stronger) emotional relationship between the brand and its customers.
Personalization
It is a direct consequence of the first trend. To achieve success, brands must know their customers’ preferences. Understanding their tastes (based on searches or their purchase history) allows brands to communicate more effectively. Loyalty programs certainly help to reinforce this knowledge. Still, the introduction of artificial intelligence will play a preponderant role in the future of this sector, being able to find consumption patterns more easily and guaranteeing brands personalized offers for each customer (clusters). For brands, this information is “uncut diamonds.”. And from there comes much of the future success.
Fast shipping and order delivery
Creating home or office delivery mechanisms is also a growing trend in this sector. Customers have less and less time to spend shopping in physical spaces, so this type of service helps to complement their feelings towards the brand. It brings comfort and convenience. However, it must be fast, coordinated, and ideally delivered on the day of the order (immediacy). If brands are not agile in this sense, they may be losing customer conversion. In the short term, this trend will become increasingly evident.
M-Commerce
Consumers are increasingly dependent on their cell phones for their daily lives, so this is a tool brands have to invest in. Currently, 91% of retail orders are completed via mobile phone. The mobile-first concept must be present in the brand’s e-commerce strategy. Accessing integrated and updated information with multiple payment models is the formula to guarantee the success of this digital channel. It is also necessary to ensure that the purchasing process is transparent and easy to complete, providing security to those who purchase through this digital channel. A good user experience is essential to gaining user trust.
Social Commerce
Social commerce is a trend, especially for Generation Z (future customers), that uses social media (omnichannel) to boost sales. Among younger people, most purchases are made based on prior research for information or sharing experiences (reviews). Taking digital influencers into account in your brand strategy helps boost sales.
Subscription models
There is a whole world to explore. Brands are still trying to understand how to implement this business model. Still, these models allow brands to offer greater added value to their customers, whether by providing certain types of services or even creating new ones. The objective is clear: to create a unique ecosystem between customers and the brand. Brands just need to be creative!
Phygital
Despite already being a trend, the hybrid shopping experience is reinforced in this sector. The idea is to ensure integration between physical (phy) and digital (gital) channels, allowing customers to have a fluid shopping experience regardless of the channel. Additionally, this method brings greater comfort and practicality to customers, as it allows them to check the product in-store even before making the final purchase decision. It also brings greater trust in the brand, as the customer knows they always have a physical space in case any constraints arise (e.g., changes or returns).
Opinion article by Samir Valimamade, Account Manager at Bliss Applications, originally published in Portuguese on Hipersuper.
