Features of online sales of FMCG products in the period after self-isolation

"Яндекс" summed up the results of the survey conducted in June this year. It was attended by 3,000 respondents, who were asked about their shopping experience in the context of 4 categories of FMCG products: "goods for animals", "household chemicals", "cosmetics and hygiene items" and, finally, "food". The respondents noted an increase in the number of online purchases, as well as an increase in the frequency of purchases in general. From 34% to 64% of Russians (depending on the category of goods) made more purchases during the period of self-isolation than in the pre-crisis period. During the isolation period, between 3% and 6% of respondents made an online purchase for the first time.

More than 30% of Russians began to make online purchases of cosmetics and personal care products. It is worth noting that almost a third of them do not complete their “shopping” on websites with a purchase. For them, it becomes more of a way of leisure.

More than half of the respondents agreed that the main advantage of online shopping is that shopping is not tied to a place or time. This speaks to the importance of mobile channels.

Data from "Яндекс.Взгляда" show that self-isolation has not gone unnoticed for e-commerce: from 56% to 75% of respondents say that they are not going to give up online shopping or reduce its share after the withdrawal of the self-isolation regime. This confirms the thesis about the increase in the share of Internet commerce in the long term.

During the period of self-isolation, the greatest importance for visitors to online stores was a large selection of goods (this criterion was noted by 58% of respondents), a suitable loyalty program (37% of respondents), suitable delivery conditions (40%) and its speed (56%). Also, an important criterion when buying food products was the choice of healthy and natural products.

A wide assortment has a large impact on the shopping experience when choosing an online store for ordering pet products (52% of survey participants noted this criterion as important) and household chemicals (57% of respondents).

Ordering cosmetics and personal care products for 41% of respondents is impossible without a good reputation of the store.

Promotional offers influenced purchases by 36% of respondents who relied on the discount factor when choosing an online store.

What does this mean for advertisers?

The presented research "Яндекс" shows that e-commerce & nbsp; after the end of the pandemic will have a much greater share than before. Most of the respondents expressed their intention to maintain or increase the share of online shopping after the end of the coronavirus crisis.

During the period of self-isolation, consumer habits have changed. People have become more concerned about their health. And this is expressed not only in the scrupulous attitude to protection against the virus, but also in the choice of a healthy diet. Customers began to pay more attention to the composition of products - it is much easier to study it in an online store than in a supermarket. & nbsp; In the current conditions, the importance of advertising tools that establish communication with the consumer is increasing.

Basic guidelines for companies looking to retain their customers and acquire new loyal customers, there are several guidelines. It is necessary to develop online sales both through your own channels and by using the capabilities of aggregators and marketplaces. It is important to develop a mobile channel, which is often overlooked. Finally, you need to use modern methods to optimize your online sales, such as auto strategies or media funnels. It is important to pay attention to the brand's reputation, to work out a loyalty and communication program with consumers.