Reaching the Digital Consumer—Don't Get Left Behind
THE ONLINE UNIVERSE - Digital grocery shopping is on a meteoric rise, outpacing the growth of in-store shopping and making up 11.2 percent of the total United States grocery sales market. Estimates indicate that grocery e-commerce sales will top 21.5 percent by 2025.
In a new shopping world where in-store marketing tools seem to be less available, reaching the digital consumer is more critical than ever. This means meeting consumers where they are and finding the same opportunities online to trigger impulse purchase opportunities via digital ad tools and promotions.
Deciding where to invest in your digital tools isn’t always an easy decision. Walmart, Kroger, and Amazon Fresh lead the grocery delivery space but third-party delivery services like Instacart have carved out an important leadership position with nearly 20 percent of the digital grocery business in 2021.
Instant Gratification on Instacart
Stats on the power of Instacart begin to paint a picture of its broad reach and the online consumer. Instacart reports that it partners with more than 750 national, regional, and local retail brands to facilitate online shopping, with delivery and pickup services from more than 70,000 stores across more than 5,500 cities in North America. This makes its services available to 85 percent of U.S. shoppers and 70 percent of Canadian shoppers.
More specifically, 10 million customers and 600,000 shoppers use the Instacart app once a month and generate over $35 billion in grocery transactions. Additionally, digital apps give us a more accurate view of our shopper demographics and behavior than the in-store experience. Instacart knows that 80 percent of its shoppers are women, with 50 percent between the ages of 25–44 and 40 percent of them being parents.
Don’t Get Left Behind
E-commerce statistics show us that online shoppers spend more than in-store grocery shoppers, but despite that higher cart spend, brands are acutely aware that sometimes their products are left behind.
Enter digital advertising. Every major retailer and delivery platform has advertising tools to reach your key demographic. The power of digital shopping gives us rich data on not only demographics and consumer behavior but, oftentimes, real-time sales to help us know exactly how our ads are performing.
A recent ad campaign with Instacart and a national retailer yielded a nearly 1,000 percent return on investment (ROI) based on promotional dollars spent and sales created. The one-month ad campaign also generated over 181,000 impressions and over 5,000 clicks to the shopping link.
In marketing, we don’t always get the luxury of calculating our ROI, but digital advertising in its many forms is a new tool, and e-commerce is a pathway to purchase that’s here to stay. Don’t miss out on your opportunity to meet every consumer where they are and continue to capture impulse sales.
Need help with your online digital advertising strategy? We can help! FullTilt Marketing offers a variety of tools to help you find your digital audience.