New research reveals that wholesalers registered the highest level of app usage on record in the week commencing 15 March, with searches moving from brand to product-focused as retailers attempted to keep their shelves stocked amid the coronavirus-led panic buying.
According to the new HIM Wholesale eCommerce (Retail) Report 2020, a by-product of the current crisis has been an increase in digital ordering by retailers, reaching new customers who were previously averse to these methods.
The study highlights a significant impact on the behaviour of retailers towards digital wholesale channels, with data collected between March 11-25 showing a 1,308% increase in searches for ‘pasta’, a 1,371% rise in searches for ‘toilet roll’, and almost 5,000 unique searches for ‘germs’ – up 722%.
However, in a market where brand-specific searches have historically dominated, this represents a change in direction for keyword tagging. The household and non-food categories have grown their share of the top 100 search terms from just 3% to 29% as retailers attempt to keep their shelves full of items which would previously not have made it anywhere near the ‘favourites’ list.
Ellen Codd, Insights Manager at HIM & MCA Insight said: “Due to consumers stockpiling essential items, such as household and grocery items, demand for certain products has soared. Retailers are having to stock up more frequently, which is clear from the significant increase in searches and increased frequency of transactional sessions on wholesaler websites.
“There is a definite change in search behaviour, as searches move from brand to product-focused, and in the case of searches such as ‘germs’, retailers are focused on finding any appropriate products to keep stores stocked. It is important that products are tagged with alternative terms, such as hand sanitiser and hand gel, to ensure the correct product is returned after a search for similar keywords.”
NAM Implications:
- Key is the extent to which retailers are learning new e-tricks…
- …that will become a permanent part of their repertoire.
- Resulting in increased efficiencies and less buffering/wastage/financing.
- Watch this space…
