Grocery Digital Marketing: Using Ecommerce to Shape Brand Messages - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Grocery Digital Marketing: Using Ecommerce to Shape Brand Messages

eMarketer Report

By: eMarketer

Published: January 23, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Two consumer behaviors are driving brands’ ability to gain insights into purchase behavior: the rise of pre-shopping research on products, and the adoption of ecommerce. Even as in-store buying remains far and away the preferred method to purchase groceries, the insights gained through digital touchpoints are helping consumer packaged goods (CPG) brands shape the new customer journey.

  • As consumers adopt digital habits to help with grocery shopping, CPG brands are beginning to insert themselves into every step along the customer journey.
  • The overwhelming majority of CPG sales are still done in-store. But consumers are increasingly engaging with these products online, and searches often lead to ecommerce platforms. The most forward-thinking brand managers are now viewing ecommerce as one more marketing channel.
  • Shopper marketing data—the consumer behavior information culled from retailers’ loyalty programs—remains a key component for brand ad targeting. However, brands’ ability to collect first-party data from their own sites, in addition to third-party sources, gives a more nuanced picture of individual shoppers and allows for more targeted messages.
  • Relevancy is the new currency in digital brand marketing: For CPG brands, selling mass-market products to targeted audiences is not easy, but it’s a critical tactic to master. Consumers expect personalized messages and offers, and brands that can deliver this will have a huge advantage.

"Nearly 90% of US internet users are researching CPG products at least some of the time before making purchases, whether online or in-store."

Table of Contents

Growth of Ecommerce in the CPG Sector

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Ecommerce as a Marketing Tool

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Retailers Providing Critical Data

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

The New Shopper Journey: from Intent to Personalization

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

15 charts are included in the full report:

Grocery Digital Marketing: Using Ecommerce to Shape Brand Messages

Frequency with Which US Internet Users Research CPG Products Before Making a Purchase, June 2017 (% of respondents)

Growth of Ecommerce in the CPG Sector

US Digital Grocery Sales, 2013-2022 (billions)

Primary Location/Channel Used by US Digital Buyers to Purchase Products, by Category, Aug 2017 (% of respondents)

Ecommerce as a Marketing Tool

Frequency with Which US Digital Grocery Buyers Purchase Groceries Digitally, 2016 & 2017 (% of respondents)

Frequency with Which US Internet Users Research CPG Products Before Making a Purchase, June 2017 (% of respondents)

Brand/Product Research Channels Used by US Internet Users, July 2017 (% of respondents)

Sources that Influence US Digital Buyers' Purchase Decisions, by Product Category, Aug 2017 (% of respondents)

Amazon Leads Grocery Ecommerce, but Others Are Gaining

Sites Used by US Digital Grocery Shoppers to Purchase Groceries Digitally, Jan-Dec 2016 (% of respondents)

Primary Channel Used by US Households* to Digitally Purchase Groceries, May 2017 (% of respondents)

Share of Digital Grocery Spending Among US Internet Users, by Retailer Type, May 2017 (% of total)

Keeping Content Fresh Challenges Brands

Social Media Platforms that Influence US Internet Users' Purchases, by Product Category, April 2017 (% of respondents)

Retailers Providing Critical Data

US Internet Users Who Research Products In-Store, by Product Category, Sep 2016 (% of respondents)

Ways in Which US Grocery Buyers Use Their Mobile Phone at the Grocery Store, July 2017 (% of respondents)

Grocery Mobile App Activities Conducted by US Grocery Mobile App Users, March 2017 (% of respondents)

Shopping-Related Activities that US Smartphone Users Conduct via Smartphone, by Product Category, March 2017 (% of respondents)

The New Shopper Journey: from Intent to Personalization

US Internet Users Who Prefer vs. Don't Prefer to See Personalized Ads, by Age, Feb 2017 (% of respondents in each group)