In recent years, there has been a trend in online shopping. Not only supermarkets are seeing their online revenue grow, but other companies with innovative ideas are also thriving. A significant example of this is the meal kit.

In 2016, Multiscope conducted research into the popularity of meal kits. It was found that one in ten Dutch people has ordered a meal kit at least once.

Advantages of online shopping

On top of the benefits of online shopping, the meal kit offers extra advantages. According to Multiscope's market research, convenience, variety, and inspiration are the main benefits of meal kits.

Disadvantages of online shopping

Online shopping also has its drawbacks. Not being able to personally choose fresh products is an important reason for consumers to avoid online shopping. This means online food retailers must build consumer trust. The key way to gain trust is by simply offering quality and communicating it effectively. Showing positive reviews is an effective way to increase confidence. Additionally, it's important that customers can access good service. The 'fear' of not receiving fresh products can be alleviated by offering free solutions when customers encounter less fresh products.
Online shopping also has its drawbacks. Not being able to personally choose fresh products is an important reason for consumers to avoid online shopping. This means online food retailers must build consumer trust. The key way to gain trust is by simply offering quality and communicating it effectively. Showing positive reviews is an effective way to increase confidence. Additionally, it's important that customers can access good service. The 'fear' of not receiving fresh products can be alleviated by offering free solutions when customers encounter less fresh products.

Change in customer contact

The shift from physical shopping to online shopping results in a change in customer contact. Customers visiting the supermarket can ask their questions to the staff. Online customers need other channels to ask their questions. The nature of the questions also differs, with queries about delivery times and costs. Online, asking questions to store staff can be replaced with chat services. Besides chat, it's also crucial that customers can ask questions over the phone. ContactCare supports various organisations in the online food sector. We are happy to briefly explain these cases:

Marley Spoon

Marley Spoon is a rapidly growing scale-up that sells food boxes on a subscription basis. Since 2015, Marley Spoon has used the Telephone Service from ContactCare. Through this partnership, phone overflow is managed, ensuring Marley Spoon's customers receive professional support during busy times and outside regular office hours.

Fruit.nl delivers fruit boxes on a subscription basis to consumers and businesses. ContactCare has been involved with customer service from the start. Fruit.nl distinguishes itself with good service, so accessibility and a strong customer focus are essential in the business strategy. ContactCare supports this through Telephone Service.
Read the full customer case of Fruit.nl.

Effective outbound campaign

In the online food market, subscriptions are crucial. This way, a loyal customer base is established and purchasing fresh products becomes easier. Many businesses in this industry entice customers with one-off boxes. Outbound projects carried out by ContactCare in the past have shown that calling back these customers is an effective way to convince them to subscribe. In this way, ContactCare helps companies keep existing customers happy and activate dormant customers.
The marketing wisdom that retaining an existing customer is 5-7 times more effective than acquiring a new one may be even more true in the food subscription industry. The competition is fierce, and large marketing budgets are needed to convince customers of the 'new way of shopping'. Therefore, it is extra important for organisations in this area to activate dormant customers, thereby increasing revenue with a relatively small budget.

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