Four in five online users are not adding anything to their baskets, according to the latest Wholesale Online Report.
Created by Lumina Intelligence, the company says this highlights an opportunity for disrupting the digital journey through push notifications and personalised ads.
The report also found that retailers are more likely to browse using websites, while using apps to add items to their baskets. This presents an opportunity for targeting and engaging with retailers through app-exclusive promotions. Retailers were also found to spend more time browsing than foodservice operators, presenting a greater opportunity to engage with these customers.
Push notifications and personalised ads were identified as effective tools for disrupting the shopper journey, while calls to action were found to be most effective later in the day for foodservice operators. Sunday was also revealed as the day with the most activity for desktop and mobile, with add-to-basket rates peaking on this day.
WhatsApp Business was identified as a low-cost alternative to print, providing an opportunity for digitalising brochures, promotions, category advice, and new products. The platform was found to be effective for engaging with customers at peak service times.