FMCG is one of the fastest growing ecommerce sectors in the UK as busy millennials turn to online to replenish pantries. Bricks & Clicks retailers have the upper hand with Amazon pushing into the market.
Online ordering of FMCG has upended much of what brands and retailers knew about the purchase process and how to motivate consumers. Online shoppers flip between sites comparing prices and availability in a radically limited field of product view. They shop online and pick up in store or shop in store, order on their phones and have the goods delivered.
With digital channels providing the retail growth in grocery, FMCG brands and retailers have an imperative to get it right.
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