Supermarkets and the World Wide Web

Thèmes abordés

Internet supermarché publicité marketing analyse

Résumé du document

Marks and Spencer, Tesco, Morissons, Sainsbury's, Spar, Londis, Aldi, Lidl, etc ...with the upcoming Yule, supermarkets are working twice as hard to achieve their ends. As they proudly display the reassuring colors of Santa Claus on their websites, home pages are a festival of twinkling snowflake pixels, enticing "gif"cornucopia and sweet digital reindeer. Supermarkets are one of the most competitive markets with million of pounds at stake, whether it be offline or online, especially during Christmas time, during which their usual payoff increases threefold. The fight is unremitting and a single little mistake in the marketing strategy can make them lose clients a dime a dozen. In the UK, 70% of households have access to the Internet. Knowing that in Europe, the UK has the third highest number of Internet users having ordered goods or services for private use, and sales volume for online food stores increases by 10,4 % in 2009, they have got to stay clear of every single mistake to maintain a positive profit margin.

This report is going to deal with the online strategy and the means used by supermarkets to make us buy or click here more than there.

Secondly, we will have a quick look at the advantages and drawbacks of offline and online purchases.
But before all this, we will make a quick comeback to the past for some history and a description of one of the leaders of supermarkets across the United Kingdom : Spar.

Extraits

[...] All in all, they use the fact that people are gullible : we are all influenced by adverts and commercial : The Haves are enticed by quality, the Have-nots by quantity. Then, is this trend a fleeting fashion or a real upheaval ? As long as popular budget discrepancies are topical, people will keep looking for the best value for money especially to buy food, and the Internet keeps having a monopoly in terms of price comparison. In a nutshell, the World Wide Web in liable to be standing again for many years to come. [...]

[...] From corner shops in the first half of the century, we jumped to the first supermarket in 1930, which was the King Kullen Grocery Company in New York opened by Michael Cullen who is considered as the founding father of the Supermarket. Then we sank in the Fordism and later, mass consumption in the 1950-1960's, with the setting-up of big box stores. Subsequently, computers and hour Internet package made a resounding arrival in the households in the late 1990's. And eventually, the High Speed Internet connections, ADSL and Wifi from 2000. The first online supermarket was HomeGrocer, in 1998. And for two years, we have been able to resort to mobile phones to make online purchases. [...]

[...] The latter will be packed and ready the following day. It is as easy as ABC. Now let's consider it from another perspective : What if we had been IN a supermarket pushing our shopping trolley along the aisles, tired or in a hurry ? We can be sure that we would only take the basic products, and that we would not take time to look around for other items. The consequence is that we would spend less money. But with the cyber-groceries, it is the perfect opposite. [...]

[...] Now on Internet, you can order groceries, you can ask to have them delivered to home or pick them up yourself, and you can also use vouchers, just like the ones we get every year at Christmas time in our mailbox. Supermarkets send you advertising emails for special offers just for you. The email is personalized : It mentions your full name, your city, and makes offers on your favorite product. The fact that the customer has his own products listed in memory makes him feel special, he's no longer faceless nor a stranger to the shop, and it helps the supermarket to build customer loyalty : it is like a circle, vicious for customers'wallet, virtuous for shops' turnover. [...]

[...] Some supermarkets have been considering this, and now they offer the choice to buy everything you need online and have it delivered in a wink. To do so, you may require the services of one of the top five British supermarket websites : Waitrose Ltd, Morrisons, Tesco, Asda, Sainsbury's. EYE-CATCHING & COMPULSIVE PURCHASE STRATEGY Every supermarket website has direct-linked boxes on its home-page, called “start shopping or to groceries”. In one click, you can start filling your fridge. These boxes are the first thing you see when you reach the home page : as they respect the left-to-right reading logic, you CAN NOT miss it. [...]