Online shopping: sometimes we just want to stay at home… online retail should focus on the benefits of staying at home and not about being in store.

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Online shopping: sometimes we just want to stay at home… online retail should focus on the benefits of staying at home and not about being in store.

In our latest survey not only did we ask shoppers why they don’t shop online for groceries, we also asked them what would encourage them to start shopping online. 35% of shoppers said they would be encouraged to shop online if prices were cheaper! Most of these shoppers were particularly bothered about the price of delivery; 21% said that they would be encouraged to shop online if the sites offered free delivery. Completely free delivery (sadly…) may not be possible… Someone needs to pay for the petrol and the delivery teams’ wages!

Although, retailers often have special offers which allow customers to get free delivery when they spend a certain amount on their shop (E.g. spend over £60 for free delivery). Retailers also provide delivery offers all year round; such as Tesco’s delivery saver – allowing customers to make a one off delivery payment upfront and then not having to pay a penny more on delivery for up to 6 months. There’s also Asda’s rollback delivery – offering delivery slots from as low as £2 and Ocado’s delivery pass – where customers choose to pay for their deliveries in advance and get an even better deal.

So the offers and deals are out there… but why aren’t they working? Do retailers need to change their approach?

Instead of telling the customers “we only charge £5 delivery” why not ask shoppers two questions “what would you pay NOT to have to deal with screaming children, slow shoppers, loading and packaging at the checkout, loading the car and then unloading the car at home…?” and “What would it be worth to have all your shopping ordered whilst sat at home with a cup of tea and then delivered at a time of your choice straight into your kitchen?” £5??? (I know that’s what my answer would be!)

The same could apply to the other 14% of shoppers who would be encouraged to shop online if it was cheaper than in store. Some retailers offer money off shoppers’ first online shop. So instead of saying “£10 off your first online order” why not encourage shoppers by saying “How would you like to be paid £10 for shopping for 20mins?”

Maybe it’s not what the retailers are saying but how they are saying it…?