What is eGrocery?expand_more
Any transaction where the purchase occurs online (through desktop, mobile, or tablet) regardless of how the physical product reaches the consumer (e.g., click & collect or delivery)
How do I get these presentations in PowerPoint format?expand_more
Please email SPA - FLNA eGrocery and request the specific presentation you need.
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Should eGrocery platforms follow in-store calendar and features?expand_more
eGrocery shoppers are somewhat less price-sensitive than in-store shoppers
Convenience is the most important purchase driver, but price is becoming more important
For an omni-channel retailer, there needs to be relative value between what is advertised in-store and what is offered online but every price point doesn’t necessarily need to match
Should we create ASP (CSM) offers that are differentiated from what we run in-store?expand_more
Replicating effective in-store offers should be a first priority as those assets and concepts are already developed and proven effective
If it is possible to create more specific, targeted or personalized offers, that differentiate from in-store offers, those opportunities should absolutely be explored
What are some best practices in on-site merchandising?expand_more
Drive awareness of weekly specials and value of higher eGrocery indexing categories and packages.
Develop portals where specials and values are captured
Create solutions for shoppers by pairing items and inspiring shoppers to purchase more items
Bundles like “Back to School Lunch,” or “Tailgate”
Recipes and Add to Card
What online marketing opportunities do customers offer?expand_more
Tactics will vary by customer based on their capabilities and sophistication. Below are the most common marketing tactics:
Digital Display: These are digital banners that are presented to shoppers throughout the shopping experience. When planning campaigns with the customer, focus on high-visibility banners (e.g., Home Page) that are likely to be seen by the most shoppers.
Search: Search is one of the most used features by shoppers. Search provides the opportunity to show the shopper relevant banners and products based on their search terms.
Email: Customers will typically manage a database and can communicate to shoppers through email. Explore opportunities to highlight online campaigns with email to reach existing and new online shoppers.
Themed Sections: Many eCommerce sites will include themed sections to help engage shoppers with a curated list of products (e.g., What’s New, Top Picks, Deals, Better For You, etc.). Work with the customer to find ways to include and highlight relevant PepsiCo products in these sections.
How much do eCommerce marketing programs cost?expand_more
Costs will vary by customer. Since eCommerce is still new for most customers, they may not have set costs or a formal rate card. This presents an opportunity to work with the customer to include digital placements as a value add to any marketing campaign.
Costs should be negotiated based on the potential opportunity. While growing fast, online sales will likely represent a smaller portion of the overall business. This can be used as a discussion point with the customer if marketing costs for online campaigns are higher than they should be.
How do you measure eCommerce marketing campaigns?expand_more
The goal of all eCommerce marketing efforts should be to drive conversion. The following measurements should be discussed with the customer to determine how they measure the effectiveness of online campaigns:
Impressions: How many times an ad is served to shoppers
Clicks: How many times a shopper clicked on the ad. Dividing Clicks by Impressions provides the Click Through Rate (CTR) which measures the effectiveness of the placement and message in engaging shoppers.
Conversion: Number of shoppers that saw or engaged with the banner and ultimately purchased the advertised product(s).
Sales Lift: Effectiveness of the campaign to provide a measurable business impact in online sales.
Zone Selling Team
What is the best strategy around assortment offered in on-line?expand_more
Assortment doesn’t necessarily need to be 1:1 relative to in-store, but additional focus should be placed on categories and items that over-index online
Multi-packs, variety packs, larger package sizes, more health and wellness aligned SKU’s should all be prioritized
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