THE LAST BITE: Online Grocers Still Have Potential
This success will require some effort, however. Consumers, for the most part, are unaware of these services in their local area and may not know which websites to visit. To combat this lack of awareness, online grocer executives should pay particular attention to marketing, says Datamonitor's “Online Grocery in the U.S., 2001.”
As noted by Erlina Hendarwan, consumer analyst with Datamonitor, “Grocery executives are not accustomed to building brand awareness and marketing on the Internet. Traditionally, they have limited marketing to a localized audience. To exploit the market potential of online grocery, these executives should begin to build brand awareness and consumer demand now, in preparation for online grocery developments in the future.”