Expect e-commerce growth in traditionally offline categories

By Wright Communications

Kantar TNS' Connected Life survey, released in New Zealand this week, reveals a number of global and New Zealand trends and insights around marketing in a connected world.

The survey reveals that, based on global data and trends, more Kiwis are turning to online shopping for products that traditionally would have been purchased during their weekly supermarket shop.

Data shows that global online sales of traditionally offline categories such as oral care products alcohol and non-alcoholic drinks are rising year on year.

Digital Director of Kantar TNS for Asia Pacific, Zoe Lawrence, says e-commerce is growing as technological innovations have reduced barriers that traditionally prevented shoppers from buying online.

"Increased connectivity means barriers - such as a lack of payment facilities, delivery facilities, and trust - are disappearing," she says.

"Reducing these barriers makes clear business sense. Shopper data shows that the easier the process and the faster consumers find what they want, the more they spend because they have time to purchase other items. Consumer expectations are simple - allow them to purchase the products they want, as quickly and easily as possible."

Lawrence is in New Zealand to present at Kantar TNS' annual event, D3: Delivering Impact in a Connected World.

Victoria Fedotova, Client Director at Kantar TNS New Zealand says New Zealand is among the global leaders when it comes to e-commerce penetration.

"New Zealand is ranked in seventh place, behind Ireland, Denmark, Sweden, Luxembourg, Norway, and South Korea.

"Kiwi companies and brands are leading the way globally, by delivering on the desire for 'quick and easy' shopping solutions," says Fedotova.

However, brands must remember to treat the relationship between their online and offline retail environments as part of a cohesive retail strategy, and not consider them in separate silos.

"Offline store layout principles apply; visual quality is vital. A crowded page layout, like a cluttered shelf, makes it hard for the shopper to find what they want," Fedotova says.

She says Kiwi marketers would also do well to take note of global consumer demand for new propositions and technologies.

"Some of the things grocery purchasers say they want in future include one click ordering, saved shopping lists, grocery subscription, button / voice activated services and the ability to order automatically through their chosen device."

D3: Delivering Impact in a Connected World took place today (27th October 2016). Kantar TNS and guest experts presented on how brands are navigating the complex world of touchpoints, creating compelling content, and delivering impact in a connected world.


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