Target earned top ratings intwo of the three components when it went head to head with Walmart and Kroger in the BrickMeet Click Seamless Grocery Shopping assessment.

Ifomnichannel is a business strategy whose goal is to enable shoppingfrom anywhere, for anything, and any way a customer wants, then ourseamless shopping rating highlights progress and opportunities againstthat goal.

The 3-As Growth Framework

The assessment reflectshow each retailer performed at delivering a seamless grocery shoppingexperience to its customers across multiple factors that are capturedwithin three components that affect the business results: Accessibility, Attractiveness, and Acceptability.

> Accessibility. What share of the retailer’s customers has access to the full menu of the retailer’s shopping tools and services?

Target'srating (3.7 out of 5) reflects that it is further along with rollingout its various online shopping options, which in turns encouragesincreased penetration and usage of its mobile app and the features itoffers.

> Attractiveness. Are the perceived benefits associated with the tools and services strong enough to convert interest to trial?

At 2.7, Targetslightly trails Kroger (3.0) on this component mainly because customers arenot able to buy frozen or refrigerated products via Target’s storepickup services. Otherwise, each retailer has an opportunity to integrate its shopping solutions into a single app.

> Acceptability. Dothe solutions improve shopping outcomes for the customers?

Relatedto finding products, Target is doing a better job via its search andin-store navigation capabilities. It is also helping customers considertheir choices based on ratings, reviews, and visibility intoin-store inventory levels. Kroger is leading Target when it comes tohelping customers save money with digital deals and coupons whileWalmart promotes its Rollback pricing.

All three retailershave room to improve the checkout process via scan and go capabilities, but Targethas a slightly more customer-friendly set of tools.

The net result is that Target earned an acceptability score of 3.8, compared to Walmart at 2.8 and Kroger at 2.7.

Target earns the top spot

Thecomposite assessment reflects the relative importance of each of thecomponents list above in achieving the seamless shopping experience tocalculate the overall score.

Target earned the highest composite rating (3.4 out of 5), reflectingthat it is ahead of both Kroger (2.8 out of 5) and Walmart (2.3 out of5), when it comes to providing digital tools that customers can leverageto improve the shopping experience regardless if of whether it’s onlineor at the store.

How strong is your omnichannel strategy?

Successful omnichannel strategies will strengthen a retailer’s results by improving shopper’s outcomes via a seamless shopping experience. The key is taking a mobile-first approach to delivering solutions that aid the shopping/buying process, whether that’s in-store or online.

Brick Meets Click’s assessment is a powerful tool for two reasons: It helps a retailer 1) understand how it’s performing, and 2) identify where it should consider investing more resources to deliver a more seamless shopping experience.

Improving the way omnichannel strategies are developed and executed will increase the appeal and customer usage of a retailer’s mobile app, and ultimately trigger higher spend rates and stronger word-of-mouth mentions from customers.

If you are interested in learning more about how this assessment could help your organization, please contact David Bishop at david.bishop@brickmeetsclick.com .

Related posts

> Target is ahead of Walmart and Kroger when it comes to offering a seamless grocery shopping experience (Press Release)

> Mobile's role in grocery shopping: 4 things shoppers should be able to do

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