How Consumers are Using Online Grocery and what it means for retailers in 2016
Since Brick Meets Click began researching online grocery shopping behavior in 2012, the number of online options available to consumers has grown considerably, and the activity itself, if not yet widespread, has moved into the mainstream set of alternatives that consumers consider when they buy groceries. These measurable changes are driven by a series of small decisions by individual consumers, each of whom is on their own journey to find a better way to shop for groceries.
This new study, sponsored by SAP Hybris, offers two views of online grocery shoppers – first, consumer behavior by type of trip, and second, consumer behavior by shopping frequency. The patterns that emerge from these perspectives reveal opportunities for grocery retailers to learn what is important to shoppers, so that they can better understand and serve shopper needs.