2020 was an extraordinary year for E-Commerce, throwing online grocery shopping into the spotlight and offering dramatic growth opportunities – as well as exposing areas for improvement.
The E-Commerce Advantage Report for UK retailers, harnessing feedback from 270 major suppliers, reveals some of the biggest shifts in business relationships and performance over the last 12 months.
A key feature of this year’s Advantage Report results has been the change in supplier priorities when it comes to working with their E-Commerce retailer partners. For 2021, the focus is on the growth opportunity, with suppliers keen to see retailers putting more effort into their online strategy (a 22% increase in comparison to last year). This also includes offering shopper marketing activity and a 40% increase in driving penetration. Suppliers also highlight the possibilities E-Commerce offers to work in partnership to drive the sustainability agenda.
Source: 2021 Advantage Report E-Commerce Mirror: Core Benchmark Set – Net Favourable Scores, OPS priorities and Supplier Interview feedback, based on data gathered between December 2020 and April 2021
Retailers have responded to the changing market dynamics with significant improvements in their strategic approach and in driving online penetration, whilst the level of investment in online capabilities and shopper marketing remain key areas for focus in the future.
Advantage is devoted to helping businesses strengthen partner engagement through data, insights, and action planning. The world’s top retailers rely on Advantage to gain a holistic view of their supplier partnerships in order to focus on areas for improved engagement and commercial impact. Connect with an Engagement Advisor today.
Written by: Liz Falzon, Senior Insights Manage