Shopper Marketing - January 2016 - 70


REPORT: E-COMMERCE SYMPOSIUM

and developed the company's first generation e-commerce platform. He has a datadriven observational post because MyWebGrocer manages solutions for more than
130 retailers representing more than 10,000
stores and 500-plus major consumer packaged goods brands.
And he believes something really different
has started happening in the last 12 months.
"First and foremost, it's due to Walmart, which
has been experimenting with e-commerce in
various iterations over the past six years but
only recently has begun a 'click-and-collect'
model," Tarrant explained. "This is a major development in e-commerce and digital. Only
10% of the population currently has access to
full basket e-commerce, but Walmart is going
to change that. They have enough stores to
effect behavioral change."
Tarrant thinks that as Amazon Fresh pushes into various new markets, it will be a disrupter in this $600 billion industry. One of
Amazon.com's distribution centers already
does a half billion in grocery sales, he said,
and it is capable of pulling so many sales out
of a market that it could prove catastrophic to
some existing retailers.
Another key factor are Millennials, who Tarrant says represent "a generation that's on the
today side of the digital divide." As these mobile-centric shoppers head into their familyformation years, they will have an enormous
impact because mobile shopping behavior
changes throughout the day. "You see it in online grocery orders from desktop computers
in the morning for pickup later in the day, and
then mobile usage - building grocery lists, for
example - that picks up in the evening."
70

y SHOPPER MARKETING JANUARY 2016

Tarrant declared that the following nuggets
of conventional wisdom are actually false:
n "E-commerce isn't a profitable channel."
n "Online grocery selling will cannibalize instore sales."
n "Shoppers insist on touching their food -
especially produce - before purchasing, so
e-commerce is mostly about center store
items."
n "Customers expect delivery."
Managing "the last mile" of the e-commerce
proposition will remain a huge challenge. Tarrant said that car-sharing-service Uber may
have potential as the delivery service of the
future. But operational problems loom such
as the delivery of alcohol: "Are Uber drivers
going to be checking IDs? High school kids
will be trying hard to beat that system."
Tarrant also wonders how many of the
"last mile" startups like Instacart and Shipt
will manage to stay in business. But there's
one service to watch closely, Google Express,
because "Google doesn't care about economics. Google needs to stay ahead of the 'search'
game, and that means being in the middle
of consumers' search for products, even at a
loss."
- Bill Schober

Success for ShopRite From Home

W

hen Wakefern Food Corp. launched
its e-commerce business at ShopRite in
2002, not everyone was confident in its success. "I remember our former president saying
to me, 'Good luck with that,'" recalled Cheryl
Williams, vice president, digital commerce &
innovation, Wakefern. "I remember celebrating when we reached $1 million in sales."



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
Shopper Marketing - January 2016 - 32
Shopper Marketing - January 2016 - 33
Shopper Marketing - January 2016 - 34
Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
Shopper Marketing - January 2016 - 44
Shopper Marketing - January 2016 - 45
Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
Shopper Marketing - January 2016 - 48
Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
Shopper Marketing - January 2016 - 52
Shopper Marketing - January 2016 - 53
Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
Shopper Marketing - January 2016 - 59
Shopper Marketing - January 2016 - 60
Shopper Marketing - January 2016 - 61
Shopper Marketing - January 2016 - 62
Shopper Marketing - January 2016 - 63
Shopper Marketing - January 2016 - 64
Shopper Marketing - January 2016 - 65
Shopper Marketing - January 2016 - 66
Shopper Marketing - January 2016 - 67
Shopper Marketing - January 2016 - 68
Shopper Marketing - January 2016 - 69
Shopper Marketing - January 2016 - 70
Shopper Marketing - January 2016 - 71
Shopper Marketing - January 2016 - 72
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Shopper Marketing - January 2016 - 79
Shopper Marketing - January 2016 - 80
Shopper Marketing - January 2016 - 81
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Shopper Marketing - January 2016 - 88
Shopper Marketing - January 2016 - 89
Shopper Marketing - January 2016 - 90
Shopper Marketing - January 2016 - 91
Shopper Marketing - January 2016 - 92
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Shopper Marketing - January 2016 - 94
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Shopper Marketing - January 2016 - 97
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Shopper Marketing - January 2016 - 99
Shopper Marketing - January 2016 - 100
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Shopper Marketing - January 2016 - 142
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