Innovation Insights - Articles and Reports

Social Selling: How Food & Drink Companies Can Become Future Fit

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Publication date: 01/07/2019
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According to IGD, the current UK online grocery channel accounts for 7.5% of the total UK grocery market and is predicted to grow 48% by 2022. Consumers are becoming accustomed to online retail, click and collect and convenient delivery services.

More and more food and drink businesses are using direct-to-consumer models. Online selling allows shoppers to buy unique, exclusive and personalised products, which they couldn’t get in-store. Offering something different, compared to offline retail channels, helps brands differentiate from competitors and has the potential to drive meaningful incremental sales.

Greater direct connectivity to customers also provides a valuable source of data and customer insight, which, handled correctly, can inform true category innovation and genuinely new product development. But whilst the data from these sources appears to be at no cost harnessing and interpreting it, and then applying it to your advantage, comes at the price of time and experience.

Today’s fast-moving technology and ever-changing social media platforms, such as Facebook, Instagram and WhatsApp, have enabled real-time communication 24/7.

Being available 24/7, be it customer support, chatbots or social selling, platforms are constantly developing, giving social media channels an entirely new dimension.

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