Growing grocery sales in an omnichannel world
2013 Grocery Report
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The old mass communications model has splintered, losing both efficiency and effectiveness. Today's grocery retailers need to shift gears and connect with customers using digital channels, including online shopping, in order to survive and thrive.
Are you on the right track? Are you getting the results you want?
Our new report combines current grocery shopper research* and seasoned experience in the supermarket sector to deliver insight and information that will help senior retail executives and their management teams grow sales using the Six Degrees of Digital Connections: email, websites, social networks, texting, mobile, and online shopping.
The key takeaway
The six digital connections are not separate from the store – instead, they enrich, enhance and support the in-store experience in ways that mass media messages never could, creating a continuous connection with the store that feeds interest, loyalty, and sales.
The report features three sections.
1. Connections and Consequences
Making the business case
The relationships we observed are striking enough to suggest that building digital connections can help grow primary shoppers and drive up satisfaction with shopping the storein an omnichannel world.
Did you know?
- 80% of shoppers with six degrees of digital connections were primary shoppers of that retailer. This drops to 61% of shoppers when they have only one digital connection.
- Shopper satisfaction with a retailer’s store more than tripled as the number of digital connections increased from one to six.
2. The Six Degrees of Digital Connections
Email, websites, texting, social networks, mobile and online grocery
- Benchmarks. We identify minimums and maximums as well as averages so you can compare your performance with other retailers.
- Guidance. The best performers identify what they did to make their connection so successful.
- Synthesis. When we put it all together, you have a big picture that will allow you to choose your own path.
Prepare to co-exist with online grocery
Like it or not online grocery is already here, so it’s time to adjust and adapt. We will get you up to speed on what’s happening today and then shift to potential scenarios focused solely on the future of online grocery that show how it could unfold, and what you can do about it.
National averages are often not helpful or even meaningful, so we use market-specific dynamics to create forecasts for online grocery growth that meet those conditions. These scenarios provide a framework that retailers can use to model what they think is likely to happen in their own markets.
- Today, 11% of shoppers regularly buy some grocery products online.
- The online share of grocery spending is forecast to approach 17% in 2023 in markets where there are several ways to buy groceries online.
*Current grocery shoppers research: The quantitative results in this report come from a survey of 22,000+ grocery shoppers who were contacted through six different supermarket banners in late spring and early summer of 2013. It builds on the research with 23,000+ grocery shoppers that Brick Meets Click conducted in 2012.)
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Click on "Contact us," above, to connect with Steve Bishop. Let's talk about how we can help your organization win
more sales in today's omnichannel environment.