Online or multichannel shoppers are more valuable than in-store shoppers, says Unilever ecommerce VP

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2020, 5:37 PM UTC

The pandemic influenced channel shift will stay put in the post-COVID world.

Unilever’s Global VP of Ecommerce, Claire Hennah said the FMCG sector had grown exponentially and resulted in the emergence of new online shoppers. She further added that consumers who shop online “have a much bigger repertoire”. As compared to Unilever’s brick-and-mortar sales, online shoppers are buying over 10% more in terms of their shopping baskets.

Three types of consumers are predicted to stay even after the pandemic. “E-Everything” consumers – who research online before every purchase and are more purposeful; conscious consumers and category-focused consumers are all expected to stick around.

Adapting branded content to immediate consumer needs and creating an omnichannel presence is essential to target these consumers. Hennah further suggested companies should optimise their product descriptions based on consumer requirements and ecommerce channels.

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