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Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

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Brits buy groceries online more than the rest of Europe

But even the most basic personalisation is still missing

However, despite the majority of consumers showing a willingness to embrace modern technology and shop online, grocery retailers have failed to take full advantage. The research, which included responses from over 2,000 participants across the United Kingdom, France and Germany, investigated how consumers are using the internet to do their grocery shopping, while also analysing some of the issues and barriers that prevent more people from making the switch from instore to online grocery shopping.

There are no big surprises in the key drivers to why consumers choose to shop online, namely increased convenience (62%) and the ability to save time (59%). However, the research reveals that grocery retailers are failing to take full advantage of new technology to make the online grocery experience more personalised. UK consumers would like to see more features such as 'reminders on frequently bought items' (80%), 'relevant alternatives' (58%) and would also like grocery retailers to tailor products shown based on dietary requirements (43%).

There is also an opportunity for grocery retailers to automate the sales process, with 53% of people indicating that they would be happy for their retailer to automatically re-order frequently bought items, such as toilet roll, laundry detergent and pet food. Further, 55% of consumers would like grocery retailers to offer recipe ideas based on what they are adding to their cart.

Despite just over half (52%) of Britons doing their grocery shopping online, the majority of consumers (97%) are also still buying products in-store. When probed as to why, 51% of consumers said they do not trust retailers to pick the freshest produce on their behalf, with 68% preferring to physically handle items themselves in store.

Henrik Nambord, VP of EMEA Sales at RichRelevance, said "The online grocery market still lags behind other retail sectors, but the opportunity is there for grocery retailers who are willing to invest in getting the online experience right. Automating frequent purchases, tailoring the products shown based on unique preferences and inspiring consumers through features such as recipe ideas are all ways in which retailers can leverage personalisation to turn grocery shopping from a mundane necessity into a worthwhile experience."

In the UK, respondents of the survey wanted to see online grocery retailers offer the following features:

1. My grocer automatically displays my 'frequently bought / favourite items' so I can easily add them to cart - 80%.
2. My groceries are delivered to my home in a set time window alongside other home-delivery items - 69%.
3. If an item I want is not available, the grocer presents me with relevant alternatives - 58%.
4. When I add an item to my cart, the grocer shows me other relevant items to complete a popular meal or recipe - 55%.
5. I can set online dietary preferences (low-fat, gluten-free) so that the grocer shows me more relevant products & special offers - 43%.

Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

The Marketing Operations Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Operations Playbook at your side, you'll gain to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)