Recent unprecedented surges in online shopping, curbside pickup services, and retailer applications confirm the undeniable versatility and appeal of omnichannel shopping. Providing an accessible and easily-navigated omnichannel shopping experience is vital to support online shoppers, but should not mean a less-quality in-store experience; rather, the two should work hand-in-hand to make the overall experience exceptional. Positive omnichannel interaction should provide a customer with the best possible shopping experience whether they’re having groceries delivered, picking up a curbside order, or shopping in-store.
Online Grocery & Digital Growth
Predicted steady growth of ecommerce platforms skyrocketed during pandemic-era grocery, and now online grocery is here to stay. Many shoppers benefit greatly from the ease of use and variety involved with online order fulfillment, and will continue to expect high quality online shopping experiences even post-pandemic. A seamless experience between in-store and online shopping requires new and special attention. Increasing efficiency and quality of e-commerce shopping without sacrificing the importance of the in-store experience has already become—and will continue to be—a must for retailers in 2021 and beyond.
Check out our 2020 Survey Report to learn more about what consumers expect of post-pandemic omnichannel:
Bring Your Own Device: BYOD
The interactive element of technology and consumer experience doesn’t have to just exist on a website: Apps are playing a larger role in the grocery store experience, from displaying store locations, to showing ads and corresponding coupons scanned directly at checkout. Walmart even introduced a new store format that encourages shoppers to navigate using the company's app. As with any marketing and advertising protocol, innovation will set apart some retailers in the changing omnichannel landscape. Now is the time to invest energy and creativity into the online shopping space; effort that will surely payoff in 2021 and beyond.
Learn more about how some grocery retailers are embracing the app:
Grocery shopping is no longer just an in-store experience. According to the Coresight Research U.S. Online Grocery Survey of 2020, online grocery sales grew 40 percent in 2020 and 19 percent in 2019. The survey found that of 1,152 consumers polled, 52 percent had bought groceries online in the past 12 months; this was the first time that more than half of respondents had done so and is more than twice the number of shoppers from just two years ago.
Since the pandemic made its way to the U.S. in mid-March, consumers have grown accustomed to their grocers adapting and changing at a much faster pace than the years before. In fact, before March, much of grocery innovation had remained the same for the better part of the last two decades.
However, with stay-at-home orders issued across the country, many consumers now choose to shop online for their groceries, a luxury not many individuals had access to or interest in before the pandemic. Big box retailers aren’t the only ones taking the heat – brick-and-mortars, delivery startups, and e-commerce retailers are all adjusting to recent changes in the grocery industry to better care for customers at a distance.
According to the most recent Brick Meets Click + Mercatus Grocery Shopping Survey, grocery e-commerce orders for pickup and delivery have finally hit a decline after four months of continuous growth in response to fear of in-store shopping due to the coronavirus pandemic.
The August 2020 e-commerce grocery sales totaled $5.7 billion, an approximate 20% drop compared to June of 2020. According to the survey, 37.5 million U.S. households are considered monthly active users of online grocery services.