Online shoppers are “up to 15% more brand loyal,” according to Unilever’s e-commerce director, Andy Houghton.
Speaking at the IGD Online Grocery Retailing conference last week, Houghton said online consumers are more willing to part with their money: "We think they spend almost a couple of quid more on the equivalent shopping trip online versus in store."
And the Unilever director believes brand owners can be far more imaginative when it comes to engaging with the consumer online.
"A lot of rules for in-store marketing are written,” Houghton explained. “For suppliers, there is a lot of room online for creativity and collaboration with retailers to try different things and work with new technology."
He pointed to a recent content tie-up between Flora Cuisine, Unilever's cooking margarine, and Tesco Real Food as an example of this type of collaboration in practice.
“I see this as the future whereby all of our brand engagement starts to link up with retailers, initially through clever linking or eventually through API, so that the shopper then puts our products into their basket wherever they engage with our brands.”