Every Sales Channel Has a Story to Tell

12 Jun 2017

The number of sales channels keeps growing, but how do you make sure shoppers keep purchasing certain products? By gaining insight in why they choose a certain sales channel at certain moments and understanding its added value. Providing the right information and inspiration at the right place and time, makes shoppers arrive at the (online) check out with a full shopping cart.

The number of sales channels keeps growing, but how do you make sure shoppers keep purchasing certain products? By gaining insight in why they choose a certain sales channel at certain moments and understanding its added value. Providing the right information and inspiration at the right place and time, makes shoppers arrive at the (online) check out with a full shopping cart.

More Insight by Having Conversations

Our previous blog discussed the importance of direct communication; being in contact with various target groups to learn what shoppers find important, what they expect from products and the way these fit into their daily routine. By starting conversations, you gain more insight in the way shoppers cook, eat and buy their groceries, today ánd in the future.

What Is the Added Value of Using Certain Sales Channels?

What stands out here for example, are the various channels that are being used to purchase products. Next to the comfort of ordering online and having the products delivered to your doorstep, it is important to note the added value per sales channel.

What is the added value of online service Picnic for example? Through an easy to use App lets you select the groceries, pay and track them until they are delivered, free of charge. Apart from its user-friendliness and status updates, free delivery and an extensive product range with the similar prices as the supermarket are key elements that make shoppers come back.

Storytelling to Emphasise the Value of Products

How can you successfully present products in an online environment? When dealing with fresh produce, it is difficult to show characteristics such as an appealing colour, shape or scent via a computer screen. To help boost the appeal of online products, storytelling can help emphasise their added value.

A higher priced luxury product will often be purchased in the supermarket, when shoppers are buying their groceries during the weekend for example. Less exclusive groceries will be bought online, because during the week, the focus lies on comfort and ease.

Successfully positioning online products, means knowing why shoppers select certain sales channels at certain moments. By providing the right information and inspiration at the right place and time, they will be triggered to buy new products. Ultimately, they will arrive at the (online) check out with a full shopping cart.

Are you inspired by our words and interested in reaching shoppers more effectively? Do not hesitate to get in touch with Wim van den Berg: w.vandenberg@doorpartners.nl or +31 (0)6 5756 4346.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.

Activate the shopper to consume tomatoes at unexpected moments

With breakfast, for example. Curious about the positive effects?