The digital world is continuing to become an ever-increasing part of consumers' daily routines - from how we socialise, to how we shop. With a sharp eye on the grocery sector, we've seen how online continues to remain a key growth channel for the multiples, and we are now seeing an increasing focus from ICC retailers also.
The IGD estimates that online sales will more than double over the next 5 years, and brands have to adapt to this shift in shopper behaviour by having a robust digital strategy in place. What's key to this, is understanding the complexities and challenges of approaching the online sales strategy, with numerous variables by retailer website and by category. As a result, we have invested in both data and expertise to maximise opportunities and drive sales in this channel where the goalposts continually move.
This investment is paying dividends for our brand owners, with online sales accounting for the majority of annual growth across some of the brands in our portfolio, whilst others are consistently growing above category averages to drive share. This growth has led to online sales now accounting for in excess of 10% of total sales across some of our brands.
It's vital that brands adapt and provide for the online channel and the opportunities it represents for growth - SHS Sales & Marketing offers a full service for driving sales for brands online, both on a consultative basis or fully integrated within the sales service. As part of our expertise in understanding consumer insights and our extensive category knowledge, we understand the need and have the skills to drive sales in this key growth channel.