Test: A Modern Grocer’s Playbook to Preparing for Omnichannel Grocery Success

The unprecedented aftermath of the pandemic redefined world order and made us all realize that constant evolution is the only way forward. 

As consumers’ daily requirements, shopping patterns, and personal priorities took a sharp turn, businesses were forced to adapt rapidly to keep up. Grocery was one of the few industries that was the first to get hit and forced to transform promptly and rather irrevocably.

Consumers’ ever-changing grocery purchase behavior gave retailers a lot to think about and plan for. Since most of it was unanticipated, we were curious to find out how US households have shopped for groceries in the past few months, so we can help grocers better prepare for the next leg of grocery retail. 

Our latest research report on omnichannel shopper behavior volumes 1, 2, and 3 dissected how the modern grocery customer shopped for groceries in the past three months, the channels, fulfillment methods, and experiences they preferred, what their priorities were, and their expectations and demands from grocers. 

Test: Chapter 1: What Research Tells Us About Grocery Customers’ Shopping Patterns in the Past Three Months

The data gathered from the three surveys clearly indicate some solid patterns in how modern grocery customers are choosing to shop and where their priorities lie. Let’s rewind and revisit the key grocery shopping trends we uncovered in the three volumes of the Omnichannel Shopper Behavior Report 2022 and break down some of those patterns to understand how retailers must redirect or optimize their efforts.  

1.1 Where Do Grocery Customers Prefer to Shop From? 

Our Key Takeaway #1: US households primarily depend on regional supermarkets for their groceries 

This is clear from the volume 1 research, chart 1, which highlights that more than 40% of US households rely on regional supermarkets as their primary grocery store, way more than big-box discounters (31%), hard discounters (10%), and natural or organic stores (9%). 

Additionally, see chart 2: The role of regional supermarkets as the primary grocery store increased directly depending upon the household income, but only until $200,000. Households earning more than $200,000 prefer to shop from natural/organic supermarkets instead.

Key Takeaway #2: Low prices is not the #1 priority for regional supermarket customers

Regional supermarket customers primarily value convenient location of the store, quality of produce, customer service, and availability of specialty food over low prices. Therefore, they are not necessarily attracted by deals and promotions, but are on the lookout for a better holistic grocery shopping experience - something they expect regional grocers to provide. 

See chart 3: While big-box discounter and hard discounter customers are driven by low prices, convenient location is the primary reason why grocery customers are attracted to regional supermarkets. 

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