THE CONVENIENCE DYNAMIC: HOW DIGITAL SHOPPING IS SHIFTING THE GROCERY ECOSYSTEM

The growth of e-commerce has had a profound impact on the shopper journey as it relates to categorical grocery purchases in the past 5 years. Shoppers have seamlessly integrated digital channels as part of their path to purchase and this shift is changing the way different categories are now consumed.

Brands and grocery retailers must develop a comprehensive strategy to pivot with the shifts of the marketplace. Shoppers aren’t just omnichannel in terms of how they’re exposed to marketing; they’re omnishoppers that fluidly move between each channel to make the purchases that meet their needs. Marketers must approach them holistically if they want to capture the right touchpoints and influence them to become repeat shoppers or loyal customers. Perhaps most critically, marketers must understand where target shoppers are purchasing various product categories and why those channels are chosen. These SKUlocal insights showcase the importance of categorical alignment to drive the right shopping behaviors to the appropriate shopper segments:

  • Shoppers between the ages of 18-34 now consider Supercenter e-commerce platforms as prevalent home delivery websites.
  • 56% of Millennials tend to buy natural and organic foods in-store.
  • 77% of shoppers have considered purchasing private label brands when shopping for grocery, health/beauty, pet supplies and over-the-counter (OTC) items.

The acceleration of purchasing groceries online indicates marketers must strategize methods and programs to reach, acquire and maintain omnishoppers.

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