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Increase in online shopping accelerating race for customer loyalty, research finds

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The Digital Business Collective is encouraging FMCG brands to invest in their online experiences in order to take back control of their product sales.

London 10th, December, 2020: The Digital Business Collective (DBC), an initiative involving BORN, and dotdigital to help FMCG brands drive direct customer engagement by accelerating digital channels and initiatives, today announces the results of a study which found that the pandemic-induced boom in online sales has left FMCG brands vulnerable – with consumers more likely to buy own-brand products, and less likely to make spontaneous purchasing decisions when grocery shopping online.

The study, which surveyed 1,000 UK consumers on their grocery shopping habits, found that when grocery shopping in a physical store, four out of five (80%[2]) UK consumers agree they are likely to make a spontaneous in-store purchase from a brand they recognise and trust. This decreases to just three…

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