Shopper Marketing - January 2016 - 74


REPORT: E-COMMERCE SYMPOSIUM

are pulled out by third parties for special delivery?
"Click-and-collect," however, represents "a
big part of the future of the online grocery
business." The economics are "phenomenal"
and data now shows that it is the fulfillment
mechanism that consumers prefer. Some retailers are experimenting successfully with
"pick-up spots" that are located away from
the stores such as subway stations, factories
or schools where behaviors or tasks are performed routinely.
Schulmeyer said that in the U.S., the number of people starting to shop online has begun to increase rapidly in just the past 12-18
months. One key factor is that online shopping via mobile is finally beginning to truly
complement the desktop experience. Another key driver supporting online grocery's
growth over the next 10 years will be the
emergence of digital natives. But retailers will
have to improve certain performance aspects
to capitalize, including:
n Improve the user interface to make online
product selection easier. That's essential to
getting shoppers to build that all-important first digital list.
n Make a variety of delivery and pick-up options available.
n Convince shoppers that they are not overpaying for the service. "They're willing to
pay a bit of a premium for some conveniences, but the overall trade-off cannot be
too large," he said.
Schulmeyer believes that Walmart's decision to offer grocery pickup in 30 cities represents a tipping point for the U.S. market,
and that a national race has begun involving,
74

y SHOPPER MARKETING JANUARY 2016

most notably, Kroger and Amazon. In most local markets, however, only two online players
will be supportable.
- Bill Schober

Helping With Last-Mile Commerce

T

he definition and expectations of convenience have really changed since 7-Eleven was founded in 1927. When it comes to
omnichannel, though, "it's not [that] different
than our foundation mission: ... 'Give them
what they want, when and where they want,'"
said Raja Doddala, 7-Eleven's vice president of
omnichannel and ventures.
Guided by its founding mission, the convenience store chain has been partnering quite
a bit recently on various e-commerce initiatives. About 200 7-Eleven stores, for example,
are part of the Amazon Locker program, allowing consumers to shop on Amazon.com
and get their packages delivered to digitally
enhanced lockers. The retailer is part of a similar program with FedEx and the United Parcel
Service. "We think we play a role in helping
with the last-mile commerce," Doddala said.
The retailer also has recently partnered
with San Francisco startup Postmates and
Palo Alto, California-based restaurant delivery
service DoorDash to test on-demand delivery.
- Cyndi Loza

Results of Willard Bishop's
'SuperStudy'

A

significant portion of e-commerce sales
at supermarket chains is incremental and
likely represents the recapture of center-store
sales that grocers had lost to mass merchants,
club stores and other rivals over the years.


http://www.Amazon.com

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
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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
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Shopper Marketing - January 2016 - 63
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