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Has Digital Grocery Shopping Made Consumers Less Loyal? A New Study Suggests "Yes"

By Tracey E. Schelmetic April 04, 2023

In an era of rising food prices, many of us have become picky (or pickier) shoppers. To that point, the days of grocery store loyalty may be ending as shoppers – armed with information about sales and promotions – worry less about how a grocery store is decorated and more about how much the final register receipt will read. But there’s another reason shoppers may be changing their shopping habits:

A lack of personalized digital shopping experiences.

A recent report commissioned by Incisiv, conducted in collaboration with The Food Industry Association (FMI) and in partnership with Loyal Guru, found that maintaining shopper loyalty in the digital grocery industry is a growing challenge. The report, titled “Shopper Loyalty in the Digital Age,” highlights the importance of offering a seamless omnichannel experience for shoppers to foster loyalty, including providing a well-designed digital platform, integrating with digital channels, and offering personalized experiences that meet the needs and expectations of individual shoppers.

The study found that 74% of grocers believe that digital shopping has made shoppers less loyal and that 76% of grocers believe that a poor web and mobile experience reduces shopper loyalty. On the flip side, getting digital right can be a strong differentiator for grocery stores. The study found that 71% of grocers say that improving shopper loyalty is a C-level priority in 2023. With the rise of digital grocery sales, it is more important than ever for grocers to prioritize technology and infrastructure investments to stay ahead of the competition and meet the evolving needs of their shoppers.

“As interest rates and inflation continue to rise in 2023, its clear shoppers are making more mindful decisions around their spending habits,” said Borja Sanfeliu, CEO of Loyal Guru, in a statement. “As a result, grocers are reporting more engagement with loyalty programs that offer exclusive deals and discounts, private label growth, and a need to explore new monetization opportunities. In this regard, the hottest topics right now revolve around next-gen loyalty solutions, retail media, and building stronger customer relationships via technology.”




Edited by Alex Passett
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