Digital Marketing and Grocery Retailing Evidence From a Large Retailer in Italy and Belarus

Abstract

Today the competition in the distribution sector is becoming increasingly more cut-throat and consumers have multiple channels to choose from for making their purchases, each with different characteristics and use methods. The objective of this chapter is to obtain information and identify the elements that allow for highlighting the ability of the grocery retailers who use the web and the social media to expand their own reference markets and establish lasting relationships with the consumers, establishing high loyalty rates of the same. The basic idea is that of verifying the importance for the enterprises operating in the grocery sector both in Italy and Belarus of setting up an e-commerce website, and of making the means and instruments available to the clientele to allow them to shop in different ways to the traditional one. The information will be acquired by means of interviews with customers of a retailer in Italy and a retailer in Belarus. The analyses of the results will provide useful indications concerning the marketing activities of the retailers in both countries.