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On-line grocery retail strategy materializes only after it becomes a hot topic.

What is your status today?


The on-line grocery retail in Finland is growing strongly. How should brands react to get a share of the growth and be among the pioneers?

We estimate that in the coming years the relative importance of the physical (brick and mortar) store diminishes whereas the on-line channel keeps growing annually approximately 40% and will expand its share of the total market.In five years time, on-line share of FMCG market will reach 5%.

The pioneer brands that invest now in on-line channel will get stronger and reap the biggest benefits – future market shares are divided right now.

Both retailers and brand manufacturers have been active in shopper research during many years. For example, the rate of planned/impulse purchases, time spent by the category and display attractiveness are monitored frequently. This is true in the physical store, but not in on-line grocery channel, because the focus has been predominantly in the quantitative information provided by algorithms.

How should we enrich on-line grocery retail algorithms with qualitative shopper research? What questions can we answer by doing this?

  • How do we motivate category shoppers to make their first on-line grocery purchase?
  • What insight can we get by studying the emotional side of shoppers’ minds?
  • How do we increase basket value and promote shopper loyalty?
  • How do we make shopping easier and enhance positive shopping experiences?
  • What could be the ultimate super shopping experience in on-line for our brand?
  • What is the importance of impulse buying?
  • Which type of category-tree and segmentation would be ideal in on-line?
  • How can we increase ”display attractiveness” and ”shelf visibility” in the on-line channel?

QnA® - methodology and qualitative research insights will help brands to understand on-line shopping behavior, and create a winning strategy and roadmap for solid commercial actions.

This research information will also be a catalyst to intensify cooperation between brand manufacturers and retailers, with benefits to both parties.

QnA - why and for whom?

At QnA® we became increasingly frustrated with the underdevelopment of the on-line grocery retail channel. In our view, brand manufacturers and grocery retailers could do a lot more together to make on-line channel grow and flourish.

We have years’ experience from both supplier and retail side and we share expertise and passion for shopper behavior, brands, marketing communication and category management.

Let's have a lunch someday!

Over lunch we will give you a concise and comprehensive information package of the topic. And for sure, we can just as well meet at your office!

Find our contact information below.

QnA® – Questions and Answers

Kalasataman Trooli
Työpajankatu 9 D
00580 Helsinki

Markku Mäenpää
+358 50 3100 651