Research finds exclusive online orders drive brand affinity
Data shows that strong early SEO and digital marketing drives customers to order directly from retailers’ proprietary websites and apps.
In order to understand the importance of search engine optimization (SEO) and digital marketing, especially when launching a new proprietary online ordering and delivery service, Vroom Delivery conducted a study of hundreds of delivery stores in the United States. The study showed that within the first three months of launching a new delivery program, 61% of customers find the service through organic search traffic and digital marketing through platforms such as Google, Facebook and Instagram . . Only 4% of this early traffic comes from retailer apps, as customers are not yet familiar with their digital offerings.
As a delivery program matures and customers become accustomed to using the service, those customers begin to seek out the retailer directly through its exclusive channels. Channels using Vroom that have been offering proprietary e-commerce for more than 12 months see 65% of orders coming through their own websites or native app, with only 23% coming from new search traffic or digital marketing.
This suggests that online ordering is a major driver of retailer app downloads as well as customers who specifically search for retailer brands, rather than searching for a specific product from other e-commerce vendors.
“We found that search engine optimization is a strong predictor of the early success of a new online ordering program,” said Jeff Nelson, CTO of Vroom Delivery. “By passing location and SKU data to Google and other search engines on behalf of our retail partners, we can ensure that when customers search for ‘Red Bull Delivery Near Me’ on Google, their stores rank quickly at the top of the organic results. Over time, most of these customers transition to using the retailer’s branded sales channels, such as first-party apps or websites. »
A previous study by Vroom Delivery showed that over 80% of online delivery orders came from customers who would not have otherwise made a purchase at that store if online ordering and delivery had not been available. When paired with this new data, it demonstrates that with the right combination of delivery, online ordering, SEO, and a strong website and mobile app, retailers can both boost their brand and attract new customers.
Founded in 2016 and based in Chicago, Vroom Delivery is a complete e-commerce solution for convenience stores, providing all the technical aspects necessary for convenience store chains to operate and manage their own e-commerce and delivery services. Vroom can set up a whole network of stores for e-commerce and delivery in a matter of days.