News • 03.07.2020

Surge in dual channel grocery shopping

Supermarkets show strongest online grocery shopper growth during pandemic

A person is shopping groceries online with a tablet, in front of a table with...
Source: EnvatoElements/RossHelen

Overall, 50% of in-store supermarket shoppers in the last 30 days also ordered groceries online. This shopping behavior is more common with Gen Z and Millennials, and to a lesser degree Gen X, followed more distantly by Boomers and the Silent Generation. It should also be noted that Gen Z shoppers registered the lowest overall satisfaction, relative to the other generations, for both their online and in-store experiences.

The Retail Feedback Group (RFG) released the ‘2020 U.S. Online & In-Store Grocery Shopping Study’. “Grocers and analysts have traditionally segmented ‘in-store shoppers’ from ‘online shoppers.’ However, a key takeaway from our research is the extent to which individual shoppers are now buying groceries both in a store and online, and that this activity is strongest among the younger and growing generations,” commented Doug Madenberg, RFG Principal.

While 38% of shoppers used one online grocery provider, 62% used two or more providers in the last three months, during the pandemic. This suggests many shoppers tried multiple services to see who could best meet their needs in terms of factors like product availability and pickup or delivery slots.

Online grocery shopping: supermarkets surged during pandemic

The supermarket channel jumped to 34% of online shoppers indicating a supermarket as where they most recently shopped online for groceries during the pandemic (up from 22% in 2019). Walmart still registered the highest overall percentage of shoppers at 40% (showing a small increase from 37% in 2019) and Amazon decreased significantly from 29% to 14%. Instacart-fulfilled orders grew to 36%, up from 27% last year. However, despite the pandemic surge, supermarket shoppers constitute the largest percentage indicating they plan to shop less for grocery items online in the coming year (20%), as compared to Walmart (16%) and Amazon (13%) shoppers.

Overall satisfaction among online shoppers registered 4.38 (on a five-point scale), down from 4.48 in 2019. While all channels showed lower overall satisfaction as compared to the previous year, marks were still relatively high with Amazon leading (4.47), followed by Walmart (4.38) and Supermarkets (4.33). The Instacart-fulfilled subset had overall satisfaction of 4.35, down from 4.48 in 2019. Brian Numainville, RFG Principal observed, “Considering the sudden, sizeable pressure on online grocery shopping during the pandemic, it is noteworthy overall satisfaction registered as high as it did. Although supermarkets surged in online shopping use, and many customers may stick, the results show some supermarket shoppers don’t expect to continue online shopping. With that in mind, it will be important that supermarkets and online service providers maximize their investment by continually strengthening their offerings in order to retain existing customers, while attracting new ones, along with preparing for any future situations.”

In-stock conditions challenging in-store and online

Stock levels presented a major challenge for shoppers in-store and online. About half of in-store supermarket shoppers (51%) indicated the store shopped wasn’t in stock on everything they wanted to purchase. Results were similar for online food shoppers with 49% registering the inability to purchase everything they wanted due to out of stocks, and only 17% were able to purchase an acceptable substitution for ALL out of stock items, and fully 45% did not end up receiving all items ordered. Considering positive in-stock conditions lead to higher satisfaction, these out of stock conditions resulted in not only lost sales, but lower overall satisfaction.

While 55% of shoppers, either in-store or online, report shopping less frequently during the pandemic, 51% indicate they spent more per trip.

Source: Retail Feedback Group

related articles:

popular articles:

Thumbnail-Photo: Automation leading the way to retail success...
19.04.2021   #e-commerce #brick and mortar retail

Automation leading the way to retail success

Possibilities of modern technology – online and offline

COVID-19 creates a slew of unprecedented challenges for retailers. In Germany, shops are closed due to the lockdown again since December, and many retailers not only fear the economic impact, but also that their customers might not return to the ...

Thumbnail-Photo: European eCommerce revenue to hit a 30% jump amid pandemic...
28.04.2021   #online trading #e-commerce

European eCommerce revenue to hit a 30% jump amid pandemic

Fashion, electronics, and media to generate half the revenues in 2021

The COVID-19-led boom in online sales has caused an impressive growth of the European eCommerce market, both in terms of revenue and the number of users. As millions of people continue switching from brick-and-mortar shops to webshops, Europe's ...

Thumbnail-Photo: Lowes introduces enhanced shopping experience for Pro customers...
21.04.2021   #customer satisfaction #brick and mortar retail

Lowe's introduces enhanced shopping experience for Pro customers

Exclusive offers, such as perks, new products and services

Lowe's announced its next major step as the New Home for Pros by launching a tailored store shopping experience created specifically for Pros. The Pro customer shops at Lowe's significantly more often than DIY customers, so the upgrades were ...

Thumbnail-Photo: A strong but changed retail industry looks to the future....
01.06.2021   #e-commerce #brick and mortar retail

"A strong but changed retail industry looks to the future."

Retail experts at NPD discussed future retail trends

The retail industry is now doing better than many retailers expected last year as stores, offices, and schools shut down across the country. In fact, compared to last year, discretionary retail sales revenue in the U.S grew 17% from January 1 ...

Thumbnail-Photo: Façade gamification and digital promotion on commercial buildings...
19.04.2021   #LED technology #LED lighting

Façade gamification and digital promotion on commercial buildings

Lighting system and media façade at UNIFUN Tianfu Chengdu, China

The 42,500 square meters UNIFUN Tianfu Chengdu is an online and offline architecture with a multi-media facade system and a large area of outdoor social space. CLOU architects aim to integrate architectural form and digital promotion into a coherent ...

Thumbnail-Photo: Cash versus cashless: payment attitudes of European consumers...
06.05.2021   #coronavirus #smartphone

Cash versus cashless: payment attitudes of European consumers

Contactless payment methods are gaining importance, but cash has not yet been written off

In 2019, the European Central Bank (ECB) conducted a study on the payment attitudes of consumers in the euro area. The study called SPACE assesses consumers’ use of cash and non-cash payment instruments at the level of each participating euro ...

Thumbnail-Photo: Towards a cashless society due to the corona crisis?...
11.05.2021   #mobile payment #coronavirus

Towards a cashless society due to the corona crisis?

The impact of the corona pandemic on payment attitudes – ECB survey

In order to measure the impact of the pandemic on cash trends, an ECB survey was rolled out in all euro area in July 2020. Therefore the IMPACT survey gives a view of possible changes in the payment attitude of consumers and their payment behavior ...

Thumbnail-Photo: Post Corona wardrobe refresh
21.05.2021   #e-commerce #customer satisfaction

Post Corona wardrobe refresh

More than half of the Canadians plan to buy new clothing when the pandemic is over

More than 50% of Canadian consumers plan to purchase new clothing once pandemic restrictions are relaxed, according to a new report from The NPD Group. The desire for a wardrobe refresh is even stronger when it comes to consumers aged 18-34 as over ...

Thumbnail-Photo: How ugly labels can increase purchase of unattractive produce...
05.03.2021   #sales promotion #product presentation

How "ugly" labels can increase purchase of unattractive produce

Why do consumers reject unattractive produce?

Researchers from University of British Columbia published a new paper in the Journal of Marketing that examines whether and how the use of 'ugly' labeling for unattractive produce increases sales and profit margins.The study, forthcoming in ...

Thumbnail-Photo: 2021 could see record retail sales growth in the US...
17.03.2021   #e-commerce #brick and mortar retail

2021 could see record retail sales growth in the US

… but economy still hinges on coronavirus

A wide array of economic indicators point toward potentially record retail sales growth during 2021, but the coronavirus pandemic remains the biggest challenge for the year, National Retail Federation Chief Economist Jack Kleinhenz said ...

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Navori Labs
Navori Labs
Rue du lion d'or 4
1003 Lausanne
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf