AREYOUDIGITALLY READYTO FIGHT AMAZON? BESTBEFORE2018 HOW TO PREPAREFOR THEFUTUREOFONLINE GROCERYSHOPPING

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1 AMAZON? AREYOUDIGITALLY READYTO FIGHT HOW TO PREPAREFOR THEFUTUREOFONLINE GROCERYSHOPPING BESTBEFORE2018

2 AMAZON SRECENT ACQUI SI TI ONOFWHOLE FOODSMARKSTHE ENTRANCEOFTHE ECOMMERCEGI ANTI NTO YETANOTHERI NDUSTRY. T oc ons umer s, h s mov ec omes ac r os s as an unex pec ed bul k el yc onv en en ex pans onof Amaz on s emp r e. T o he v as maj or y of s uper mar k e s and gr oc er s, howev er, Amaz on s ak eov erl ooksl k eanom nousgr ayc l ouds hr oud ng hef u ur ew hdar knes sandunc er a n y. Coun l es ss uper mar k e sand gr oc er s haoﬀera d g alex per enc ehav ebeenpus hed n oaf r an c s c ur r y ng opr epar ef or hef u ur e af u ur e hahas l k el ybeenc ar ef ul l ymappedoubyamaz onw h mon hsory ear sofpr epar a onands r a egy. Howev er, her e sas l v erl n ng o hedar kc l oudof Amaz on sen r anc e n o h s r l l ondol l ar ndus r y. Gr oc er sands uper mar k e s hac anc ap al z eon h s mov e odr as c al l y mpr ov eonev er yf r onw l lno onl y be n a be erpos on o handl e he new c ompe on,buw l lal s obeonapa h obec om ng be erands r ongerbus nes s es.

3 +37MILLION SESSIONS +300MILLION PAGEVIEWS ConenSquareconducedasudyhaanalyzedofover37mlonsessonsandover300mlonpagevewsforgrocery, realandsupersoresacrossheus,ukandfrance.here swhayoucandookeeppacewhhelaesrealrevoluon.

4 SECTION I MEMBERSHIP + FOCUS LOYALTY + =CONVERSION

5 #1 HARNESSTHE POTENTIALOF USERACCOUNTS ANDREWARDS PROGRAMS OneofAmazon ssrongesfeauresssprme Membershp aloyalyprogram harewards cusomerswhfreeshppngandseepdscounson awdearayofproducs. Thereareroughly40mlonPrmeusers he majoryofwhom areacveonlneshoppers.infac, researchsuggesshaheseconsumersconveraa raeha supo22meshgherhanheaverage conversonraeofhelargesonlnemerchansn NorhAmerca. TheConenSquaresudyfoundhalogged-n membersreurnoase23%morehanunlogged vsors.theyalsobounce64%lessandvew148% morepageshanunloggedvsors. Noonlydomembersengagemore heyspend more.memberusershaveaconversonrae10mes hgherhanunloggedusers,andclockup5%more buyngsessonshanherunloggedcounerpars overhecourseofonemonh. Furhermore,membersprospecless,areless volale,andaremoremaureasconsumers.our sudyfoundhanonemonh,membersgeneraed 55.57%morerevenuehanunloggedvsors!

6 Supermarkesand grocerysoresha encouragemembershp byofferngaracve loyalyprogramswlsee boossnconverson. MEMBERSRETURN 23% MORE Loggedmembersreurnoase23% morehanunloggedvsors. MEMBERSBOUNCE 64% LESS Loggedmembersbounce64%less hanunloggedvsors. MEMBERSGENERATE +55% REVENUE Membersgenerae55.57%more revenuehanunloggedvsors.

7 #2 BUILDAND RETAIN AN ACTIVEAUDIENCE OFSHOPPERS Supermarkesandgrocerscanalsolearnfrom he nelgencebehndamazon saudencedevelopmen. Whenlaunchedn2005,AmazonPrmespecfcaly argeedcolegesudensbyoffernghem freeprme membershpfor6monhsanddscounedproducs forheduraonofheracademcenure.colege freshmenmarkeedon2009arenearng27years oldoday,andhavesgnfcanlymorespendng powerhanheyoncedd.therloyalyoamazon, however,haslargelyremanedunchanged. Thelessonhere?Whargeedmarkeng,abrand cannurureheloyalyofanenregeneraon. Byalornghedgalexperenceoaspecfcacve audence andmarkengaccordngly supermarkesandgrocerscannvesnacommuny ofshoppershawlbewhhem nhelongrun.

8 Supermarkesand grocerysores hacanbuldand reanhghvalue andacve audenceswlbe ableorelyon herloyalyo grow.

9 THETAKEAWAY Encouragngusersocreaeanaccoun wlensurereurnvssandreducehe #1 bouncerae. #2 Rewardngmemberswhdscounsand preferenalshppngraeswlgrealy encourageconversons. Buldngandreannghghvalueand #3 acveaudenceswlhelpfocus markengefforsandsreamlnehe shoppngexperence.

10 SECTION I BENEFITSOFTHECURATED SHOPPINGEXPERIENCE

11 #1 KNOW YOUR CUSTOMERS BETTERTHAN THEYKNOW THEMSELVES OneofAmazon sbggesassessheablyo curaeproducsuggesonsforsusers.afewclcks aroundamazon ssewlhrowupaseresof suggesedemsbasedonwhaoherusers wha smlarhsoryorpoenalysmlardemographcs endedupbuyng.themoreyousearch,hemore fne-unedhesesuggesonsbecome. Graned,Amazonhasaccessoanalmos ncomprehensbleamounofdaaabousshoppers preferencesandpurchases.theyalsoarelkely maknguseofmachnelearnngandarfcal nelgenceobeerundersandandaconrends andpaerns. Theresmuchonlnesupermarkesandgrocerscan dooacheveasophscaedundersandngofher cusomers needsandexpecaons andshape herplaform accordngly.dgalylsenngo cusomersandundersandngwhyheybehavehe wayheydofrom searchopurchasealows busnessesoopmzedgalexperencesowards success.andarfcalnelgencesnowavalable noonlyoheganbrands,buobrandswhoare readyonnovae.

12 Daa-drven undersandngof userengagemen shefrssepo desgnnga personalzed shoppng experence.

13 #2 EMBRACETHE CONVERSION POWEROFTHE WISH LIST Wshlssareaerfcopporunyoncrease busness.compledbycusomersandfeaurngems heywouldlkeoreceve,heyareplacesheygo backoaganandagan.somewshlsscanbe sharedwhfrendsandfamlyforspecaloccasons lkebrhdays,babyshowers,ec. Inoursudy,wefoundhahewshls whchwas usedby9%ofhepopulaon hasaconverson raehasdoublehaofheoveralse.the averagemespenonhewshlspages84% hgherhanheaveragemespenonanyoher pageofhese. Offerngheoponodownloadhelsodfferen onlneformasandosharehroughsocalmeda ncreasessmpacandusablyandresulsnmore engagemenandsales.wshlssarealsoa convenenwayocross-selandrepurchase,so makesureyouofferdfferenoponsandplaforms oneracwhhem.

14 Supermarkesandgrocery soreshaalowcusomers ocreaeandsharewsh lssseeanncreasen reurnshoppersand loyaly. TIMESPENTON THEWISH LISTIS 84% HIGHER Theaveragemespenonhewshls pages84%hgherhanheaverage mespenonanyoherpageofhese. THEWISH LISTHASA X2CONVERSION RATE Thewshlshasaconversonraeha sdoublehaofheoveralse.

15 #3 COMBINING DIGITALSHOPPING WITH PHYSICAL PICKUP Aswelaspledgngoreducehecosofmany grocerysaples,amazonsalsoplannngoequp somewholefoodswhsamazonlockers,alowng cusomersopckuphergroceresaherown convenence. Whyshssgnfcan?BecauseConenSquaredaa showshan-sorepckupcusomersconver6mes morehanradonalecommercerealcusomers. Thesen-sorepckupcusomersareslconverng5 mesmoreondeskophanonmoble,hghlghng heneedformprovnghemobleexperence. Evenbeer,n-sorepckupcusomersareshowno spendmorehanohers,wha6%hgheraverage carhanecommercerealcusomers.theaverage carforn-sorepckups$133ondeskopand$126 onmoble. Bycombnngasreamlneddgalpurchasng plaform whaphyscalpckupopon,busnesses wleffecvelyexpandherreachandbrdgehegap beweenonlneandn-sore.

16 Supermarkesandgrocery soresneedoundersand how cusomerslkeoshop, andadaphersysemso ncludeconvenenpckup opons. IN-STOREPICKUPCONVERTS 6TIMESMORE In-sorepckupcusomersconver6 mesmorehanradonalecommerce realcusomers. IN-STOREPICKUPCUSTOMERS SPEND+6%MORE In-sorepckupcusomersspendmore hanohers,wha6%hgheraverage carhanecommercerealcusomers. DESKTOPIN-STOREPICKUP CONVERTS5XMORE THAN MOBILE In-sorepckupcusomersconver5mes moreondeskophanonmoble.

17 THETAKEAWAY #1 #2 Dgalylsenoyourcusomerso undersandherbehavoranddenfy rendsandpaerns,henranslaehs knowledgenoaseamless, personalzedshoppngexperence. Provdeyourcusomerswhheopon oqucklyandeaslyseupuser-frendly, shareablewshlss. Offern-sorepckupoponsoreach #3 aclenelehaspendsmoreand conversmore.

18 SECTION I AHAPPYUSERIS ACONVERTED USER

19 #1 STREAMLINING YOURDIGITAL EXPERIENCEFOR AFLAWLESS INTERFACE Dgalbrandsareconsanlybenchmarkngheruser experenceandusernerfacesoamazon s. Thankfuly,grocersandsupermarkesdon haveo nvesblonsoresearch,es,andfne-uneher ownuser-experence.busnessesodayhavehe luxuryofsandngonheshouldersofgansosee whaworksandwhadoesn,andapplynghose real-worldobservaonsoherspecfcsesoge real-worldvaldaon. Inoday seraofdgalconvenence,asumblng blocknhecusomerjourneysasumblngblocko converson.supermarkesandgrocerysoresha wanohrvenhepos-amazongroceryworldwl needorevewhersysemsandackleeverysngle panponheycandenfy. Forexample,oursurveyshowedhahe pre-homepage,hewelcomepageharequessa lognoralocaonbeforealowngheuserobrowse heproducs,hasa76%hgherbounceraehanhe averagewebsebouncerae.why?becauseusers arepuoffbyhequanyofnformaonheyare bengaskedoprovdebeforeheycanshop.wh 13%ofraffclandngonhspage,soresarelosnga loofbusness. Awayoacklehssoofferapre-populaed localzaonordsplayhepopupnonlyparofhe page,sodoesn blockheablyoaddocar.

20 Supermarkesand grocerysoresneedo denfypanponsnhe cusomerjourneyand sreamlneheshoppng experenceaccordngly. THEPRE-HOMEPAGEHASA +76%BOUNCERATE Thewelcomepageharequessalocaon beforealowngheuserobrowsehe producshasa76%hgherbouncerae hanheaveragewebsebouncerae.

21 #2 SHIPPINGASA KEYCOMPONENT OFUX Onerecurngpanponsshppng.Whleshppng sn asmuchofadgalexperencessue,ssla crcalcomponenofhecusomerexperence overal.consumerslovefreeshppng.infac,free shppngsusualyoneoffewheguaraneedwayso ncreaseaconversonraeforanyndusryacrosshe board. Addonaly,28%ofshoppersabandonhercars dueoanunexpecedshppngcos aheadache haamazonhasackledbrlanlywhsfree shppngprmebenef.thssasgnfcanpanpon forgrocersandsupermarkes,however,asonlne shppngcosscanvarysubsanalydependngon heszeofhecar.

22 Grocersandsupermarkes haadverseclear, aracveshppngpolces wlseemorecheckous. UNEXPECTEDSHIPPING COSTSLEADTO 28%CART ABANDONMENT 28%ofshoppersabandonhercarsdueo anunexpecedshppngcos.

23 THETAKEAWAY #1 #2 Idenfypanponsnhecusomer journeyandsreamlneheenre shoppngexperence,from addngo caralhewayodelvery/pckup. Smplfyhecheckouprocesswh easerforms,fewerscreens,andfewer seps. #3 Haveaclear,aracveshppngpolcy.

24 FINAL THOUGHTS WhleAmazon sralblazngmayseem daunng fordgalrealers,herearemanylessonsha canbelearnedandborowedfrom hebrand s successes. Grocersandsupermarkescancompeewh Amazononhedgalfronbyulznganumber ofdfferensraegesnunson. From developnganressblemembershp schemeoundersandnghow yourcusomers lkeoshopandadapngyoursysems accordngly,hereslosgrocersand supermarkescandooreanandgrow her clenbase. Dgalyundersandngshoppers,andopmzng plaformsbasedonhsundersandng,wl removeheguessworkfrom hschalenge.ial sarsandendswhhecusomer. Welcomeohebravenew worldof groceryshoppng,andhelpyourself oaslceofhepe.

25 SOURCES -ConenSquareOnlneShoppngSudy -hps:/ -hps:/blog.kssmercs.com/5-ecommerce-sas/ -hps:/ -hps:/ -hps:/

26 ABOUT CONTENTSQUARE ConenSquaresadgalexperencensghsplaform hahelps busnessesundersandhowandwhyusersareneracngwhher app,mobleandwebses.wecompueblonsofouchandmouse movemensandransform hsknowledgenoprofableacons hancreaseengagemen,reduceoperaonalcossandmaxmze conversonraes. Usngbehavoraldaa,arfcalnelgenceandbgdaaoprovde auomac recommendaons,conensquare empowers every memberofhedgaleam oeaslymeasurehempacofher aconsandmakefasandproducvedaa-drvendecsonsoopmzehecusomerjourney. +1(646)