Consumers still hesitate to buy fresh produce online

In a recent survey, the reasons people generally gave for online grocery shopping reflect larger e-commerce trends. People are looking for good deals, they want to save time or they want to avoid the hassle of brick-and-mortar stores.

Still, consumers typically turn to friends and family when looking for recommendations about food, so retailers need to take extra steps to close sales, according to Food Navigator. That could include marketing meal kits, which give grocers a chance to explain fresh ingredients in detail and may convince buyers to try foods they might not otherwise order online. Grocers also could provide discounts or deals to those who refer friends or family to their site.

Some grocers are looking for fresh and innovative ways to help consumers “see and feel” items before buying online. Earlier this year, Walmart filed a patent on a system that would allow customers see the produce and other fresh items they're ordering in 3D. The images would create what the patent calls a "Fresh Online Experience." Customers then would be able to accept or reject items.


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