customer

CustomerZone360 NEWS

Free eNews Subscription

Study Finds Omnichannel Grocery Shoppers Spend More

By Tracey E. Schelmetic July 28, 2022

Prior to the COVID-19 pandemic, the term “omni-channel grocery shopper” was a term that existed on the fringe, describing the tiny handful of people who engaged in grocery shopping in any other way than showing up at the store and filling a cart.

The global pandemic caused an explosion of shoppers using grocery apps to cut down on the amount of time they spent in the store: preparing virtual carts through apps and picking up the items at the curbside or ordering groceries for delivery. While pandemic lockdowns have eased or disappeared altogether, many Americans have decided they like digital grocery shopping.

It turns out that omni-channel grocery shopping engagement is good for grocers, too.

AI-powered merchandising solutions provider Symphony RetailAI announced the findings of an analysis of nearly 600 million shopper transactions to determine the impact of today’s omni-channel grocery shopper. A key finding is that online household penetration now reaches 6.4 percent, up 60 percent from pre-pandemic levels, and households that shop both in-store and online are growing at a rate of 10 percent year-over-year.

The growth is good news for the grocery industry. The RetailAI study found that omni-channel customers are more loyal than their in-store-only counterparts, and customers who adopt omni-channel increase both shopping frequency and basket size, generating an incremental spend of 16 percent.

The researchers also found that those who adopt omni-channel shopping habits generate incremental spending; however, they expect omnichannel engagement from the grocery stores they interact with. While their loyalty can be stronger than that of non-digital shoppers, their level of churn may be significantly higher if retailers don’t provide an excellent customer experience from the first visit.

“The rate of digital adoption was essentially accelerated by a decade during the pandemic,” said Laetitia Berthier, Head of Client Management, Europe, Symphony RetailAI. “The growth today is less hyperbolic than a year ago, but the rising share of total business in e-commerce strongly points to the need to understand the value and the changing needs of the online customer. Retailers really have to tailor the online experience to their needs that are evolving quickly and very different from in-store.”


Edited by Greg Tavarez
Get stories like this delivered straight to your inbox. [Free eNews Subscription]

CustomerZone360 Contributor

SHARE THIS ARTICLE
Related Articles

AI Won't Replace Human Agents, But Agents Need to Adapt to Working with AI

By: Tracey E. Schelmetic    9/28/2023

A recent analysis released by workforce management company Calabrio highlighted the essential role of hybrid and remote contact center agents, the exp…

Read More

Traditional Call Quality Assurance Programs are Ineffective at Improving CSAT

By: Tracey E. Schelmetic    9/27/2023

Research conducted by SQM Group found that only 19 percent of call center managers strongly agree that their call center's quality assurance program h…

Read More

More Enterprises Turn to CCaaS to Deliver Better Customer Interactions

By: Greg Tavarez    9/27/2023

Many enterprises are turning to automation and the cloud to address a growing number of customer interactions efficiently and with the agility to adap…

Read More

The benefits of Salesforce phone system integration

By: Contributing Writer    9/27/2023

Salesforce, the global leader in CRM solutions, provides various software options to assist companies in effectively managing their customer relations…

Read More

Now Available from Zoom: Workforce Engagement Management Suite for Contact Centers

By: Alex Passett    9/26/2023

Now available for Zoom Contact Center customers, Zoom's new Workforce Engagement Management suite (including its Workforce Management and Quality Mana…

Read More