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Food companies plot online stores to target shoppers directly

3/11/2011 2:11:31 AM




Food manufacturers are increasingly looking at selling their products directly to consumers via online e-stores, new research claims.

An IGD poll found 27% of manufacturers would consider setting up an e-commerce platform to target shoppers directly.

The finding comes after Heinz last week said it had sealed a Facebook first by offering groceries via the ubiquitous social networking site. It is offering 3,000 bottles of its limited edition Balsamic Vinegar Ketchup to Facebook ‘fans’ of the brand.

In a separate finding, the IGD said online grocery sales would double over the next four years. It claimed online sales would grow to £9.9bn by 2015, up from £4.8bn last year.

More than half (59%) of shoppers polled cited delivery charges as the main obstacle to them shopping online.

Underlining the shift online, Morrisons today announced that it had bought a 10% stake in US online grocer FreshDirect in a move designed to boost its own expertise of internet retailing.

That followed its £70m purchase last month of online baby goods seller Kiddicare.

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SRC: http://www.thegrocer.co.uk/articles.aspx?page=articles&ID=216534


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