10 Steps to Successful Online Grocery: Chapter 8 - Name your web content manager

Welcome to Chapter 8 of our 10-step guide: What to consider when starting your on-demand grocery service. In this chapter we discuss the importance of a dedicated content manager in overseeing your store’s content strategy throughout the year.

To make the most of your on-demand business, relevant and updated online content is truly the key. Accurate product assortment and prices are the most important buying criteria for online buyers. The more information on products – nutritional information, ingredients and allergens – you can provide, the easier it is for your customers to make informed purchase decisions and the more likely it is that they will return to your store.  Also, adding images to your products will make all the difference – did you know that more than 50% of consumers are more likely to buy a product if it has an image? Although it will require extra time and effort to keep your prices, product descriptions and images up-to-date, it’s the most important thing you can do for your store.

Creating and managing your content needs constant attention and should be an on-going effort. Name a web content manager whose job is to ensure that:

  • your product data is up-to-date
  • new products are added to the web store
  • old products are removed
  • all products have images
  • delivery routes and opening hours are always up-to-date

Need help with content management? We at Naveo Commerce provide web content management as an additional service package and are happy to take care of the whole process for you.

In addition to accurate product and store information, good-quality content goes even further – this is where content marketing steps in. Cleverly created content can play a significant role in knitting together your company strategy and customer interface. A website that is regularly updated tells your customers you are going strong and that you want to be involved in their everyday lives. Good content follows your customers throughout their year, participating in their greatest highlights and offering solutions to their everyday challenges.
Creating a content plan for the whole year in advance is not only smart but it saves you from a lot of last-minute planning.

Make sure you update the front picture of your website regularly, preferably once a month, but at least for each new season. Make sure your content manager is informed on upcoming promotions and holidays and the message you want to carry across to your customers. Decide the products you want to boost for each season.

Customers will keep buying the basic supplies at all times, but content marketing plays a key role in increasing the basket size. By inspiring and offering your customers new ideas you can guide them in their decision making and even create needs they hadn’t yet discovered.

Naveo tip: Inspiring your customers with the freshest ideas of each season is what content marketing is all about. In the spring, display your barbecue sets, trampolines and gardening tools.  For fishing season it’s all about camping gear, fishing rods and bates. As the fall sets in, lay out your best selection of candles and promote wines and cheeses to enjoy in chilly nights. By bundling your online products by suggesting related articles to the customer, you’re creating value as well as increasing the basket size.

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