For many modern consumers, grocery shopping looks far different in 2024 than it did a decade or so ago. As the number of online shoppers continues to climb, consumers have grown to expect a seamless shopping experience that allows them to move easily between brick-and mortar stores and online platforms.
For example, grocery shoppers might see a product in-store and turn to a digital platform to learn more about it before buying.
Retail data insights company 84.51°, recently wrote that it’s crucial CPG brands and retailers to integrate these two worlds and provide a cohesive experience with consistent offerings. Why? For starters, hybrid shoppers expect to have access to the same prices, available coupons, quality of products, and brands regardless of how they shop.
Hybrid shoppers also value accuracy and availability – so much so that they may switch retailers to find the item they seek. According to 84.51°, roughly 77% of shoppers will purchase an item immediately in-store or during their next online or in-store purchase. A smaller number of shoppers will buy the out-of-stock item online, elsewhere.
84.51° research also revealed that shoppers are most willing to accept substitutions in shelf stable and paper products. Additionally, 60% of hybrid shoppers across categories prefer to pick their own substitutions.
To thrive in this new “omni-normal” era, brands must focus on offering streamlined digital-to-physical shopping experiences across all channels. Key points to consider include:
- Encourage exploration. Inspire omnichannel shoppers with new ideas across multiple platforms. This might include sharing new items or recipes on retailer websites, apps, or social media.
- Convert search to sales. Understand the true digital path. Remove as many steps as possible between searching and buying to improve shopper experience, even as they refine search terms.
- Make it painless. A seamless and painless experience for omnichannel shoppers means the same coupons, prices and products offered in-store and online.
- Ensure accuracy. Analyze fill-rate to make sure the shopper gets the right item every time. Research confirms that many consumers will walk away if their order isn’t accurate.
“Fill rate data is extremely important when it comes to analyzing the success of online sales,” said Alex Trott, director of insights – merchandising at 84.51°. “Consumers expect that they will find key factors consistent in both their in-store and online experiences: the same assortment (in stock), the same prices and the same promotions.
“Fill rate is so important,” Trott added, “because if an item isn’t fulfilled in an order, the retailer is at risk of losing the whole basket on the next trip. Order accuracy is listed as the most important attribute to shoppers when purchasing online.
The Food Institute Podcast
It’s been a rough four years for the modern grocery consumer – first, the pandemic shifted many consumer habits and subsequent inflation challenged their budgets. Alex Trott, director of insights with 84.51°, helps break down current pain points and opportunities that consumers are facing, including increased anxiety, stretched finances, and a need for omnichannel solutions.
