FMCG brands must get onto
shoppers’ favourites lists in order to sell effectively online,
according to Ocado marketing director Lawrence Hene.
Speaking
at the IGD’s Trading in a Digital World event, Hene revealed that once
an online shopper has made a few shops, 80% of what they buy is from
their list of around 300 favourite items.
If
a shopper buys 40 items, a favourite brand has a one in seven chance of
being bought versus one in 3,000 if the brand is not a favourite.
“Get into favourites and you get self perpetuating sales growth,” he said.
AaramShop's "Quick Order Lists" is a mechanics to aid the shopping of favourites. To know more email here.

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