Where are Kiwis shopping online for their groceries?

Where are Kiwis shopping online for their groceries?

FIRST, a leading digital marketing agency in New Zealand, has just released a new industry report showing how visible online groceries are within Google’s search engine. Additionally, a consumer survey was carried out revealing that Countdown is the market leader and is way ahead of the game for online grocery shopping among Kiwis.

You must be wondering how Countdown is doing it compared to its competitors in terms of online market share. Read on.

By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that the online groceries industry in New Zealand is dominated by Countdown, New World and Pak’n Save. All three of them have invested in paid search for incremental clicks.

The online groceries market is highly competitive and bigger players are capturing big proportion of the demand thanks to prominent organic and paid search presence. FIRST also found out that most grocery and supermarket websites have a very low organic Rankings Based Reach (RBR) score, less than 1%. This represents a big opportunity for natural search optimisation, primarily around recipe phrases. There are more people searching for recipe information than specific grocery products. Popular search phrases are missing from most sites and in most cases very little is being done with organic search.

So, what can grocery stores do to increase online market share? By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.

Learn more about this by downloading for FREE the full Groceries Online Industry Report.

ENDS

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