eCommerce has been a rapidly growing sector of the economy, and this includes the food industry. Revenue from eCommerce food has nearly doubled since the start of 2018, and customers have demonstrated that food eCommerce is here to stay. To succeed in food eCommerce, time management and delivery are paramount to preventing products and orders from spoiling before they reach the customer. As this field continues to grow, a few trends are starting to emerge.
1. Repeat Customers and Purchases
Targeting existing customers is an efficient form of marketing across all fields; however, food and beverage eCommerce companies can thrive using this technique. Email is one of the best ways to generate repeat purchases, whether through post purchase email flows or promotional eblasts. Additionally, Social Media platforms can be used to target past customers and persuade them to place new orders. A direct-to-consumer model creates opportunities for a significant amount of customer engagement across multiple platforms, building brand loyalty while transforming new customers into repeat clients.
2. Special Delivery Services
Delivery is not a new theme in the food industry, but instant delivery is. Many eCommerce food companies have established partnerships with delivery services for direct-to-customer delivery on the same day. Same day delivery in e-commerce is defined as the delivery of products in less than 24 hours, although this is not always possible and may be limited to larger urban areas such as New York or Los Angeles. This option keeps customers happy and opens the door to impulse purchases in the world of food eCommerce.
3. Luxury Products
Luxury food and beverages sales have gained momentum during the past few years. This includes high-end meats such as wagyu steak, seafood items such as crab and lobster as well as juice cleanses, which are great for niche markets. eCommerce businesses that succeed in targeting these niches can focus on what makes their products unique. Then, they take advantage of automated marketing to spread the word about what sets them apart, whether this is quality ingredients or exceptional service.
4. Subscription Services
Subscription services are great in the food and beverage industry because this creates recurring revenue and increases the customer lifetime value. Additionally, automated subscription services can help food and beverage companies time their orders to ensure they are delivered when at peak freshness, improving the quality of the customer experience. Customers can also tailor their subscription to meet their needs, giving companies more transparency over when the orders will come in and when they need to restock their inventory.
5. Cross-Selling Products
There are always opportunities to enrich a product or order with something else, which is where cross-selling is helpful. If businesses can introduce a product that complements their existing purchase, companies have a better chance of securing a larger sale. Companies should use product recommendations to get customers to engage. In the world of eCommerce, average order value (AOV) is a key performance metric (KPI) that you can deliberately try to increase for greater ROI.
6. Personalization Options
Every customer has slightly different needs, and businesses need to find a way to meet them. With personalization options, customers can customize their orders to meet their needs. There could even be an online option that helps customers select items that work for them. This could be a build your box or bundle feature which is an alternative to preset product offerings. When companies show they are willing to go the extra mile for their customers, they build customer loyalty and create repeat purchases.
7. Niche Products
Niche products are also becoming more common. Customers have dietary restrictions, and many of them have moral conditions. If food and beverage eCommerce companies can better cater to the needs of their customers by offering niche or uncommon options, they can establish a strong brand identity and build consumer loyalty.
Using These Trends in Food eCommerce
There are multiple ways direct-to-consumer companies can implement these trends in food eCommerce. They include:
- Businesses can use popups, banner ads, and calls to action on the website to engage with customers and increase awareness of the company’s top products.
- Companies can use push notifications to alert customers of upcoming sales and new products.
- Emails are ideal for subscription services, letting customers know when their orders are coming. Emails can also reduce the rate of cart abandonment.
- Customers prefer to receive text messages from their businesses. They also have higher open rates. Consider using text messages to share information about orders and sales.
- Social media is critical for showcasing new product lines and customizable options.
These are just a few of the top ways to apply these trends in food eCommerce. Partner with a professional service, such as Gray Growth Logistics, to maximize your food eCommerce business.