As more people are encouraged to stay home, consumer behaviors are rapidly evolving. From fewer trips to the grocery store to food taking a leading role at home, consumers are changing the way they plan, shop, and connect over food. With this renewed interest in home cooking comes new opportunities for brands and grocers to connect and engage with their customers.
The Importance of a Shopping List
Consumers want to go to the grocery store as little as possible and are looking for ways to make the most out of their shopping trips. 42% of consumers have reduced their number of visits to the store, and as a result, shopping cart spend per visit has increased by 44%. With less frequent shopping trips, consumers plan more before they shop, with Whisk seeing shopping list creation increase by 11% compared to this time last year. As more shoppers spend their time planning for meals at home, brands and grocers need to evolve the pathways towards purchase to reflect these new behaviors.
With more time between shopping trips, consumers need a way to slowly build their shopping lists before their next outing to the grocery store. With a Whisk-based solution, items can be added to their list throughout the week from multiple platforms. Consumers can add items directly from their smart appliances or add entire ingredient lists from recipes on your website. Family members can also collaborate on shopping lists to make sure everyone’s requests are accounted for. Whichever way they choose, all of their items end up in one consolidated shopping list for easy checkout. With Whisk, you’ll also get insights into how the consumer’s journey unfolds, providing you with key data into exactly how your customers approach product purchases across platforms.
Increased Media Consumption
As people spend more time at home, they’re turning to various media channels to stay informed, pass the time, and stay connected. Media consumption has increased across all channels with a 70% increase in web browsing and a 61% increase in social media engagement. This increase presents a unique opportunity for brands looking to connect with consumers in new, more integrated ways.
Consumers find their inspiration for recipes and product purchases in different places – increasingly through social media channels, as well as blogs, television shows and recipe sites. With Whisk, brands can make any type of content shoppable including social posts, television shows, or recipe content. Detailed performance metrics help marketers better measure influence and understand the impact across multiple channels and surfaces, including desktop, mobile, and smart appliances. By adding shoppability to any food-related content, brands can take a more holistic, omnichannel approach to turning consideration into commerce.
Dramatic Shifts in Online Shopping Habits
A typical trip to the grocery store doesn’t quite look the same as it once did, with 89% of shoppers reporting a change in how they shop for groceries. Not only are people taking fewer trips, but more households are choosing to skip the store altogether, and instead, opting to shop for groceries online. Studies show that online grocery stands to surge about 40% this year. With these changes in consumer behavior, brands can benefit by shifting more of their marketing efforts to enhancing their relationships with consumers in the digital space.
Without as much of an in-store presence to rely on, grocers and brands need to ensure their online experiences are working that much harder. Not only does your brand’s online experience have to be functional, it also has to create a true connection with the consumer. Personalized food content like meal planners and recipe recommendations are a great vehicle for building customer relationships by delivering valuable content that consumers are looking for. Recipes are also a powerful tool to drive audiences to your platform. Whisk optimizes recipe content so your recipes appear higher in search results, making them more easily discoverable. With Whisk, when a consumer searches for an ingredient like “greek yogurt,” they’re more likely to see your recipe in the results and click through to your website. Once there, Whisk can be used to easily convert the view into a sale with any grocer in the Whisk network. In addition, Whisk’s BrandLock feature means that only your brand’s products will end up in carts, not those of your competitors.
Food Takes Center Stage
Although food has always been a significant part of daily lives, families are spending more time together in the kitchen, using food as a way to celebrate, inspire, create, and connect. 41% of consumers are now cooking more of their meals at home, with 20% stating they’re trying new dishes more often. As food becomes the focus of life at home, more families are seeking out specific products to help them take on new cooking projects and get creative in their kitchens. At the same time, ensuring meals are planned and food is prepared takes time and effort—at a time when many families are juggling more than they’re used to. To cope, consumers are looking for new solutions to help them get meals on the table faster and easier.
Whisk can be used as a tool for brands, grocers, and food publishers to help consumers manage the added stress of meal planning and home cooking. In addition to streamlining the steps between inspiration and cooking, Whisk can be used to create smart meal plans, provide useful nutritional information, and make personalized suggestions based on preferences and dietary constraints. By providing experiences that consumers value, brands can strengthen their connection with consumers during times of need and uncertainty. With 38% of consumers looking towards established brands that they know and trust, now more than ever, it’s important for brands to support and show up for consumers in new ways.