Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/623506
FROM THE PUBLISHER E-Commerce: Your Next Big Growth Opportunity? SPECIALTY FOOD ASSOCIATION MEMBERS: Discuss this topic in the Solution Center on specialtyfood.com T he Internet is becoming the world's largest virtual superstore for specialty food companies. If you're not generating much revenue from online sales today, you could be, as soon as tomorrow. Food-engaged consumers who are digital natives enjoy the convenience and variety of food choices available online. According to "Today's Specialty Food Consumer," a 2015 report conducted by the Specialty Food Association and Mintel, 53 percent of specialty food consumers made at least one online specialty food purchase in the last six months. The report also indicates that a full 31 percent of special- ty food consumers are using or actively seeking an online grocery delivery service. According to Nielsen's 2015 "The Future of Grocery" report, one quarter of global consumers are purchasing groceries online, and 55 percent indicate that they are willing to do so in the future. Many specialty food companies already sell products on their own websites. But more are taking advantage of broad third-party platforms like Amazon, urban grocery delivery services like FreshDirect, and smaller, curated services like Abe's Marketplace, to increase their online presence. E-commerce can be a leveler between big, estab- lished food companies with large distribution and smaller companies struggling to get new products on retail shelves or into restaurant menus. Chris Crocker Senior Vice President, Content & Media ccrocker@specialtyfood.com Growth in online food sales is not necessarily at the expense of traditional retailer sales. By some estimates, half of all online consumer product sales are generated by sellers with a brick-and-mortar presence. "Online shopping is all about convenience and get- ting access to a broader, more unique assortment," says Janine Somers, director of marketing for Stonewall Kitchen. "By comparison, brick-and-mortar involves all six senses when done well. They are completely different shopping experiences. If anything, online complements our retail and wholesale businesses as a way to tell our brand story and to engage new consumers." Using e-commerce to engage with customers is also important to Lee Zalben, founder and president of Pea- nut Butter & Co. "Our customers are shopping with their smartphones in hand, checking product reviews, looking for recipes, and comparing prices and delivery options. Having a strong presence in various online retailers ensures that no matter what sites our customers are searching, they'll have the opportunity to learn about our products." Getting your products available online is just one piece of the puzzle, however, experts advise. Whether you're using company-owned or third-party web plat- forms, you have to understand the tools available to grow brand awareness and drive sales—and understand the costs associated with doing business online. Capitalizing on this opportunity means giv- ing it the focus and attention it's due. That's why the Specialty Food Association is hosting a Specialty Food E-Commerce Forum in Chicago on April 11, 2016 (specialtyfood.com/ecommerceforum). We hope to see you there—and online—soon. WINTER 2016 5