How shoppers are using online grocery shopping
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January 2014 How Consumers Are Using Online Grocery Shopping January 2014 By 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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Learn how today's shoppers are using online grocery options, and what they're thinking when they try these services. See our key takeaway's about what's important for moving into grocery ecommerce. This presentation was given by Bill Bishop, Chief Architect of Brick Meets Click, at the Food Institute's January 22 webinar The Future Shock of Online Grocery.
Transcript of How shoppers are using online grocery shopping
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.
@2014 brick meets click
January 2014
@2014 brick meets click
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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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