Facebook is the reach engine. May's standout was the Shop and Win reel (Annabelle), the local hero moment that proved the family-led direction works on organic without spending to make it so. 49 posts in the month, more than triple the boost-heavy March/April baseline, with the page itself drawing 8,265 visits and 504,710 content views off the back of the new posting rhythm. From June, Facebook keeps doing the heavy lifting on reach via specials, with brand and family content carried alongside.

Instagram was the platform's reset month. The audience held steady while we built the content rhythm that drives real audience growth from June: the recurring series, the reels, and the consistency the platform rewards. 39 posts in May, well up from prior months. Demographics confirm the right room: 62% female, core 25 – 44.

The boost-style page-promotion ads we inherited weren't converting (CPC $2 to $3), so that budget was retired. The specials-objective ads are the efficient performers and tell us exactly where the digital spend should sit from June: weighted toward conversion and retargeting, with a smaller boost spend kept only for awareness moments where it earns its keep. The Weekly Specials Mon25May campaign reached 89,539 people for $249.95 (cost per reach $2.79), the most efficient reach buy of the month and the model for how the new Sunday/Wednesday/Friday rhythm gets amplified.

224,000 unique people reached, ~1,870 engaged, 1,485 landed on the Arnold's online store. The closer to the action you get, the harder the paid spend works. Conversion-objective campaigns drove the bulk of the landing-page traffic and are the model for June's rebalanced spend.

For next month's reporting: Meta also tracks Get Directions clicks, Phone call taps, and Messenger conversations as ad actions when those calls-to-action are enabled. Arnold's ads currently optimise for clicks-to-website and reach. If foot-traffic intent (Get Directions) and direct enquiries (calls or DMs) matter, we add those CTAs to the next campaign round and report them alongside the rest.

Google Business is Arnold's highest-intent channel. These aren't passive impressions, they're people in the moment of deciding to visit, call, or shop. 2,090 clicked through to the website, 816 asked for directions, and 270 called the market directly in May. With 79% of profile views on mobile and Google Maps the single biggest source, the audience is local, on their phone, and ready to act. Reputation is solid (4.5 stars across 871 reviews), with seven new reviews in May and the owner replying to each. From June we keep the profile fresh with posts, current specials, and continued review responses so it stays the strong front door it already is.

Five days of daily data captured across the last weekend of May. Customer counts climbed Wed to Fri (912 → 988 → 1,136), then held strong through the weekend (1,079 Saturday, 954 Sunday). Average spend climbed alongside ($30.82 → $32.98 → $33.57 → $34.37 → $34.24), so the busier days were also the ones where people picked up more per visit. June will be the first complete month of daily data and the first proper read on weekday-vs-weekend rhythm.

Source: Arnold's automated daily retail report (Arnolds-DailyRetailTotals). "Best" and "worst" days are within the five-day window captured so far.

A genuine 2-day baseline. $4,666 in GA4-tracked revenue from 49 orders (average order ~$95), 836 sessions, 681 unique active users. Engagement time of 2 minutes per user is solid for a grocery store. The most important read isn't the totals (too small a window, and GA4 undercounts as noted above), it's the funnel: cart abandonment is the lever, and abandoned-cart email and SMS are the cheapest fixes. June plan picks up both.

49 purchases from 611 begin-checkout events is roughly an 8% checkout-to-purchase rate. Standard for grocery e-comm sits at 10 - 15%, so there's runway. Most actionable wins: simpler delivery time selection, persistent cart across sessions, and the abandoned-cart SMS that fires within an hour of session-end.

Direct and Organic Search delivered 79% of sessions, which is exactly what you'd expect for an established 130-year brand: people type the name or Google it directly. Paid Social shows small last-click numbers (38 sessions), but its real job is upstream — driving the brand searches and direct revisits that show up in those bigger columns. From June, GA4 with paid-social UTM tagging will let us attribute that properly.

Passionfruit was the runaway purchase of the period (79 units, clear of the field), and the Arnold's Inflation Beater Bundle landed third on its launch weekend, validating it as a marketing-led product. On the browse side, Specials is the third-most-viewed page — the weekly drumbeat is doing its job. From June, GA4 gives us the data to keep tuning what gets featured on the home and specials pages based on what's actually moving.

Source: Google Analytics 4 (Arnolds Fruit Market property). All figures cover the 30 – 31 May reporting window. June will be the first full month of GA4 data.

Ten clean comparisons across email, social, paid, and Google Business Profile. Nine sit at or above industry benchmark, one is the focus for June. The takeaway is straightforward: where we're putting effort, we're already competitive or ahead. Where we're not yet, June's plan addresses it.

Sources: Mailchimp Annual Email Benchmarks (Retail/E-commerce, MPP-excluded reporting); Sprout Social Index 2024 (Food & Beverage and Retail verticals); Hootsuite Social Trends 2024 and AU industry reporting on Meta CPC/CTR retail averages; BrightLocal, Whitespark, and Sterling Sky industry reporting for Google Business Profile benchmarks. GMB benchmarks are less standardised than email and vary by source. Ranges shown represent typical Australian retail and grocery performance.