Retailers shift their ad spending from TV, radio and print ads to digital ads.
Grocers Buehler’s and Piggly Wiggly Carolina report increased sales and new customers with new online grocery shopping systems.
Two bricks-and-mortar grocery retailers that recently launched online sales with MyWebGrocer are reporting increased sales and new customers as a result, according to the vendor of online marketing and commerce services for supermarkets.
Buehler’s, a family-owned chain based in Ohio, rolled out online shopping at one of its 13 stores in early October. The system allows customers to order online and pick up in the store. In November, the store determined that 70% of the orders received online were from new customers. Buehler’s new online Click, Load & Go ordering option is both a service for its customers and a net growth engine for the company, says Mary McMillen, director of consumer affairs at Buehler’s. “Our new online shopping initiative is allowing us to make the most of very challenging competitive markets,” she says.
Piggly Wiggly Carolina Company, with more than 105 grocery stores in South Carolina and Georgia, implemented online shopping using MyWebGrocer software in May. Piggly Wiggly is using an e-mail marketing service from the vendor as well.
According to Christy Boudolf, assistant marketing director at the grocery store chain, the initial e-mail sent in July produced an immediate increase in online orders. Subsequent e-mails, combined with in-store signs and radio spots, have produced an average month-over-month increase of 53% in online orders, she says.