When it comes to grocery-related content, U.S. consumers are turning more to the Web as an information source. According to the comScore Media Metrix in May 2009, total unique visitors for the coupons category have increased 19 percent year over year. How leading food retailers are responding to this shift is the subject of a white paper by Willard Bishop, LLC “What the Competition Doesn’t Want You to Know About How Grocery Shoppers Are Using the Web.”

“Trends make it clear that the Internet is an efficient way for customers to identify value and services,” said Bill Bishop, chairman of Barrington, Ill.-based Willard Bishop. “With all of the focus that consumers put on the Web, grocery retailers need to be there with a strong technological presence.”

Commissioned by the Minneapolis-based Grocery Shopping Network (GSN), the report discusses what drives shoppers to the Web, what drives customer engagement and sales through grocery Web sites and how to measure your Web site against the competition, in addition to unveiling new metrics for gauging the of grocery Web sites, based on Web traffic.

“The key to a successful grocery Web site is achieved when retailers deliver value and engage the interest of consumers,” stressed Bishop. “Grocers will now be able to better prepare themselves for the future and deliver on today’s customer expectations of Web- based marketing.”

Savvy grocers attract larger audiences by giving Web visitors access to store specials, weekly flyers, coupons, recipes, videos and shopping lists.

“Engagement of consumers through a grocery store Web site is an outcome of being able to find everything they want to buy at the store through grocery store Web sites,” noted GSN CEO Andy Robinson. “Along with all the items in the store, they also have access to all kinds of tools for living better, saving money and eating healthy all in one place.”

After a follow-up webinar later this month, the white paper will be available on the GSN Web site, www.groceryshopping.net.