January 2014
How Consumers Are Using Online Grocery
Shopping
January 2014By Brick Meets Click
Brick Meets Click delivers the strategic insight and guidance that retailers, suppliers, & technology providers need to drive growth by meeting shopper needs in an omnichannel environment.
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January 2014
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The Weekly Ad is Still Number One But….
Demand for online grocery shopping is driven by the ability to satisfy a broader set of customer needs.
January 2014
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Takeaway: This is more than just “shopping” for groceries.
January 2014
More customers shop online for groceries using “pure play” online retailers than traditional grocers.
Takeaway:
A lot of new relationships are being built right now.@2014 brick meets click
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January 2014
More than 10% of customers are already buying some groceries online.
Takeaway: Local market experience matters.@2014 brick meets click
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January 2014
A little more than a third shop online once a month, but the majority shop more.
Takeaway:
Customers go online for a range of different shopping occasions.@2014 brick meets click
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January 2014
More frequent online shoppers spend a much larger percentage of their grocery dollars online.
Takeaway:
It takes time to get trial and win a larger share of spend.
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January 2014
About 3% of grocery spending is online, but there’s a lot of variation across markets.
Takeaway:
Retailers who’ve moved early have won market share.@2014 brick meets click
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January 2014
What Shoppers Are THINKING About Online Grocery Shopping
Takeaway:
That’s the basis of comparison.
1. The experience must be as good as other experiences on the
internet.
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January 2014
What Shoppers Are THINKING About Online Grocery Shopping
Takeaway:
The price component of the value equation can’t contain “insult pricing” and it must consider fees.
2. Price matters.
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January 2014
What Shoppers Are THINKING About Online Grocery Shopping
Takeaway:
Grocery retailers must find ways to match this.
3. Online shopping offers more
confidence and control.
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January 2014
What Shoppers Are THINKING About Online Grocery Shopping
Takeaway:
There’s more flexibility in defining assortment than is commonly recognized.
4. Assortment is personal; i.e. covering 90% of a
shopper’s needs is “pretty awesome”.
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January 2014
What Shoppers Are THINKING About Online Grocery Shopping
Takeaway:
Some services, have unique capabilities to serve some of these.
5. There are different online shopping
occasions too; e.g. quick/emergency needs,
fill ins, stock up, etc.
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