Omnichannel grocery shopping: Why shoppers want it and where to find it
According to Mercatus, an authority on consumer behavior research, “Omni-channel grocery shopping” is a top shopper behavior for 2022. Shoppers want their online grocery experience to be simple, convenient, and easy to use. They also want the ability to purchase groceries online and pick them up in-store or have them delivered to their door. To find the best omnichannel grocery shopping experiences, Mercatus recommends looking for retailers who offer a wide variety of products, easy online ordering, and fast shipping or delivery times. Retailers who can provide a seamless online and in-store experience will be best positioned to meet the needs of today’s shoppers.
A recent study by Mercatus found that almost half of shoppers are interested in buying groceries online. This is a significant increase from just a few years ago, when only about a quarter of shoppers said they would be comfortable buying groceries online. There are several reasons for this shift. First, there is more awareness of the option to buy groceries online. Thanks to the popularity of Amazon and other eCommerce sites, shoppers are more accustomed to buying goods online and are therefore more open to the idea of buying groceries online. Second, there has been an increase in the number of grocery stores offering online ordering and delivery. This makes it easier and more convenient for shoppers to buy groceries online, and they are therefore more likely to do so. Finally, Mercatus research shows that shoppers are becoming more comfortable with the idea of trusting technology to select and deliver their groceries. With all of these factors combined, it’s no wonder that omnichannel grocery shopping is on the rise. And as the demand for online grocery grows, so too will the number of stores offering it.
The Mercatus research report on shopper behavior is based on a survey of 1,906 adults across the United States. The study was conducted by Brick Meets Click via an online survey fielded in August 2022.
The report sheds light on some of the latest trends in online grocery shopping, including when households most recently ordered groceries online for pickup, the top 5 reasons customers opted to use pickup as opposed to delivery, and the frequency of shopping in-store when using the grocery pickup service. Additionally, the report includes insights on why shoppers did NOT use grocery pickup within the last year or ever, how many are likely to use the pickup for groceries during the next 12 months, and much more. Mercatus provides comprehensive consumer behavior research that helps inform decisions related to grocery shopping preferences and demands. This information can be used by retailers to better meet the needs of their customers and continue to evolve their online grocery offerings.
Mercatus is pleased to present our latest Consumer Behavior Research report. This report is based on our ongoing research into shopper behavior, with a focus on online grocery shopping. In it, we explore the latest trends in online grocery shopping and provide insight into how retailers can best meet the needs of their shoppers. We hope that you find it helpful and informative. Thank you for your continued interest in Mercatus solutions.
