Food for thought - Food e-commerce

With the advent of Amazon Fresh the food industry needs to innovate even more than before to take advantage of the e-commerce opportunity. My presentation looks at consumer trends, issues and opportunities for food brands.

1. www.montagecomms.com
Montage crafts compelling brand stories that encourage your consumers to  Find, Love & Buy!
A FRESH APPROACH TO FOOD E-COMMERCE

2. ENCOURAGE YOUR CUSTOMERS TO
FIND, LOVE & BUY
WE CRAFT COMPELLING BRAND
STORIES TO…

3. E-COMMERCE
www.montagecomms.com
EXPERIENCE-COMMERCE

4. DOES THIS
SOUND
FAMILIAR?

5. E-COMMERCE

6. GOOGLE
EXPRESS

7. CURBSIDE

8. www.montagecomms.com THE OPPORTUNITY

9. CUSTOMER JOURNEY
SEAMLESS
CUSTOMER
JOURNEY

10. www.montagecomms.com SHOW-
ROOMING

11. www.montagecomms.com WEB-
ROOMING

12. www.montagecomms.com MOBILE
SHOPPING
STILL NOT
GOOD
ENOUGH..

13. www.montagecomms.com

14. www.montagecomms.com
A COMMON PROBLEM…

15. www.montagecomms.com
CLICK & COLLECT
JOHN LEWIS - CLICK & COLLECT

16. www.montagecomms.com
DELIVERY STRATEGY
“Order in the next 5 hours and receive it
Wednesday, 13th January.”

17. www.montagecomms.com
DELIVERY STRATEGY
•When is convenient for the customer not the
logistics firm?
•Packing delicates
•Keeping fresh & storage times
•Be clear & offer fixed time slots
•Consider adding click & collect / or various
delivery options
•Can you offer ‘free’ delivery by building
basket size or offering subscription?
•Opportunity for economies of scale?

18. www.montagecomms.com

19. STORY

20. TOSQ

21. GOUSTO

22. HUBBUB

23. FIND

24. IMPORTANCE OF SEARCH
•Categories show what you stock and
important for search
•Siloing of content
•Conversion rates through site search
can be up to 50% vs average
•Analyse search for missed opportunities
•Ensure unusual onsite search terms are
tagged for products

25. www.montagecomms.com

27. CONTENT THAT CONVERTS
•Clear navigation with USPs at the
top with images - technical details
below
•Think benefits not ‘features’
•Story for the consumer as to why
they should buy
•Average time to read a page = 20 s
•Images that show benefits and USP
+ 16% (on Amazon)

28. CONTENT IS KING!

29. VIDEO THAT
CONVERTS
AND
ENTERTAINS

30. www.montagecomms.com LOVE

32. www.montagecomms.com ONLINE REPUTATION

33. www.montagecomms.com
BUY

34. www.montagecomms.com
ZERO MOMENT OF TRUTH

35. www.montagecomms.com
“MOBILE
SHOPPERS
WHO VIEW
REVIEWS,
SHOW 133%
HIGHER
CONVERSION”

36. www.montagecomms.com •Delivery, Contact, Pay
•Speed of payment is key
•As few steps as possible
•Progress bar
•Quick and painless
•Consider abandoned cart
marketing
•Trust of payment
‘FRICTIONLESS’ SALES

37. MEASURING SUCCESS
•Reach via social media / Increase in
search volumes / advertising
•Bounce rate
•Time on page
•Conversion rate
•Drop out rate
•Measuring CPA - Cost per acquisition
•Review - Refine - Repeat

38. www.montagecomms.com SUMMARY

39. UNIQUE STORY

40. REALTIME CUSTOMER
SERVICE

41. REALTIME CUSTOMER SERVICECONTENT THAT SELLS

42. CUSTOMER JOURNEY
SEAMLESS
CUSTOMER
JOURNEY

43. www.montagecomms.com QUESTIONS?
@MRMATTANDERSON