Willard Bishop Delivers Comprehensive Study of Online Grocery Shopping

Willard Bishop released its 2015 eCommerce SuperStudy, highlighting opportunities in online grocery shopping.  Key insights include a list of top tier CPG manufacturers that are winning the fair-share-battle for food and non-food sales within the digital marketplace. Paul Weitzel, managing partner at Willard Bishop, said "Overall, center store food and non-food categories are doing very well online; however, the different fulfillment models cause category performance to vary significantly." Weitzel also said, "Campbell's, ConAgra, Kellogg's, Kimberly-Clark, and Mondelez, represent the top five manufacturers capturing a disproportionate share of online sales." The eCommerce SuperStudy, which benchmarks category performance and ranks manufacturers' performance across four leading click and mortar retailers, provides actionable insights into the value of eCommerce programs, particularly in the areas of financial metrics, category performances, and shopper behaviors.