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.