People worldwide were compelled to switch to virtual shopping carts rather than roaming the aisles of their local supermarkets as a result of the outbreak. In 2020, this translates to a 54 percent growth , primarily in the US in online grocery orders placed through digital applications and supermarket websites for home delivery or curbside pickup in the retail food industry. Online grocery receipts totaled $9.3 billion in January 2021, with estimates putting total online food sales for the year at $112.9 billion only in the Unites States.

Despite the fact that the grocery business didn't really delve into online sales until 2020 before the pandemic, supermarket merchants were already investing in digital technology and fulfilment procedures in anticipation of long-term development in online sales. Ecommerce will account for 21.5 percent of total food purchases in the United States by 2025 which shows how rapidly and efficiently the online grocery industry is growing.

Convenience and customer loyalty are top priorities for online grocery retailers.

Traditional grocery stores have a loyalty advantage, according to Progressive Grocer: “Compared to brick-and-mortar [grocery stores], pure-play online retailers show significantly less loyalty, with only 8% of buyers transferring to an online-only operator such as Amazon.” However what the pandemic has done is that up to 40% of shoppers have shifted to “other online shopping options” for reliability, according to the report.

Chain grocers can't rely solely on physical brand loyalty, according to Mercatus president and CEO Sylvain Perrier. “The expected long-term impact of online grocery in 2020, combined with customers' continued loyalty to brick and mortar, makes it clear that these avenues [brick-and-mortar and online grocery stores] must complement each other in order to create a great customer experience across a grocer's entire brand.” Perrier advises investing “in digital functionality, particularly in terms of product search, discovery, and information.”

Keeping the above analysis in mind, Freshop is promoting itself as a reliable brick and mortar and online grocery shop in Karachi as a one-stop grocery solution. Freshop a relatively newer grocery shop in town is catering to both the segments of customers, ie those who are still loyal to the brick-and-mortar stores or those who have realized the advantages of online shopping and have made the shift. Their digital channel is growing persistently thanks to increased investments in technology, with much of that ascribed to same-day pickup and delivery options along with guaranteed quality and hygiene. The following are some of the biggest benefits freshop offers:

Time – saving and from the comfort of your home

One of the biggest benefits of getting groceries online is that you can browse the virtual shopping aisles at any time without leaving your couch. Freshop offers a wide range of fresh, natural and hygienic products.

Ranging from fruits, vegetables and a wide variety of freshly squeezed juices to special products like honey and sun-dried tomatoes.

This grocery purchasing website assists you in having the finest online experience possible.

Home delivery is available.

Freshop not only provides same-day delivery but also a guaranteed delivery within 3 hours. This is ideal for busy folks who don't want to be stuck indoors waiting for a delivery for hours. You can skip long lines by ordering goods online. And along with that a return and exchange policy!

No store wants disgruntled consumers complaining about low quality merchandise because it means more work for the customer service staff. As a result, Freshop only gives out the freshest produce on home delivery orders. Along with that, if the customer is still not happy with their order they have. An exchange and return policy as well. Freshop leaves no stones turned when it comes to satisfying its customers.

In terms of online dominance, many people are keeping an eye on freshop which is projected to rise to dominance in the online grocery industry presently in Pakistan, thanks to its rapid expansion during the pandemic. Freshop is also continuing to collaborate with fresh fruit and vegetable vendors and sourcing their produce directly from the farmers source and online service provider apps like foodpanda in order to improve the entire consumer experience for online-driven delivery services.

Discount plans to promote customer loyalty

Recurring discount models are being used by freshsp to boost customer loyalty and income. Chains like Freshop hope to attract new consumers by offering a daily discount on their website on all products from 7pm-10pm and an added discount of 20% for those who have a Meezan Bank card. A low monthly price for the convenience of unlimited pickups or home delivery. Freshop’s new daily discount programme aims to provide repeat shoppers additional value while keeping them financially engaged to the reward programme. Special incentives and personalised rewards incentivise higher-rupee virtual shopping carts, promising “greater savings the more you order” – a natural shift from in-store marketing like bulk item discounts.

To warp it all up, In the face of rising grocery sales, almost all stores are turning to digital strategies. Once the pandemic comes to an end, the strong resurgence of in-person purchasing will put all verticals that shifted to digital solutions and ecommerce shopping as a result of the pandemic to the test. People are eager and willing to purchase for groceries online when availability, convenience, and pricing fit their needs, and grocery brands will likely resort to a combination of effective digital methods complimented by in-person shopping in the future. Grocery brands can stay in front of consumers by continuing to optimise efficient digital tactics, promoting new products, services, and promotions, and driving conversions both online and in-store.