Supermarket Perimeter - March 2021 - 30

Mercato
says visibility
and presentation
are key factors
to highlight on
ecommerce platforms
to drive impulse sales
of prepared foods
online.

with visibility into store operations with userfriendly products that help grow sales, cut
costs, and improve operational efficiencies. "

Encouraging impulse sales online
A lot of instore deli-prepared sales are driven by impulse purchases.
Without a customer being able to walk past the deli department and
be lured in by the smell of freshly made foods or the enticing looks of
the latest prepared items, retailers may question how to bag those sales
when a customer is shopping online.
That's where visibility and presentation come in handy, noted
Munuswamy. Reminding customers that they can answer the

ever-present what's-for-dinner question when they make their online
order is key.
" People know you have grocery items, so you have to put your deliprepared items front and center on the site, " she said. " Make sure that
the images are representing what the customer is going to be getting.
The image is key to get folks enticed and to get their mouths watering. "
Retailers should also take advantage of social media and remind
customers they can order dinner for pickup or delivery with the click
of a button. Special online promotions for prepared-items and crossmerchandising suggestions are also helpful techniques in driving
online sales.
It can also be effective to push online ads for promotional items as
the shopper checks out online. Think of it as the endcap a shopper sees
as they get to the checkout line when they shop in-store.
On the order fulīŦlment side, Paro suggested using communication
tools with shoppers to help encourage last-minute purchases.
ShopperKit's SMS chat platform was initially built to help order pickers
communicate with shoppers about item substitutions. The company
quickly found that orders in which the item picker communicated with
the online shopper saw a 2-3% increase in basket size because it allowed
for customers to add on items they forgot at the time of checkout.
" What we're seeing is that it's also a really good channel for getting
what we like to call impulse-by-proxy purchases, " Paro said. " If you're
having an experience with your shopper, there's an opportunity

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Supermarket Perimeter - March 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2021

Supermarket Perimeter - March 2021 - 1
Supermarket Perimeter - March 2021 - 1
Supermarket Perimeter - March 2021 - 2
Supermarket Perimeter - March 2021 - 3
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