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: Shopping in social media streams?
16.11.2020   #e-commerce #app

Shopping in social media streams?

Further steps towards social commerce

The fact that retailers and brands offer their products online where consumers spend their free time – on social media channels as well as on image and video portals – is nothing new. There have been many advertising campaigns on these ...

Thumbnail-Photo: Social commerce opportunities on TikTok for merchants...
31.10.2020   #online trading #social media

Social commerce opportunities on TikTok for merchants

Partnership between Shopify and TikTok

On TikTok, businesses of all sizes are empowered to grow their brands through creative content and storytelling. Since we launched the TikTok For Business platform, we've seen brands around the world make real connections with our users by ...

Thumbnail-Photo: Stats and trends for 2020 holiday customer service strategies...
12.01.2021   #online trading #e-commerce

Stats and trends for 2020 holiday customer service strategies

Higher sales with self-service materials and chat

ResultsCX announced findings from its recent holiday shopping and customer service survey, taking the pulse of organizations and how they’re handling a variety of customer service offerings this holiday season.The National Retail Federation ...

Thumbnail-Photo: Fashion out of waste
04.12.2020   #sustainability #fashion

Fashion out of waste

H&M collection for upcycling

H&M Conscious Exclusive A/W20 collection introduces exquisite pieces crafted from sustainably sourced materials made from waste. What is normally thrown away is purposefully transformed into treasures to be loved and valued, allowing us to ...

Thumbnail-Photo: Instacart hires former Facebook Vice President of Product...
08.02.2021   #e-commerce #social media

Instacart hires former Facebook Vice President of Product

Asha Sharma as new Chief Operating Officer

Instacart’s goal is to look more holistically at the end-to-end customer experience and better operationalize it across the company. To help achieve that, they’re welcoming an operator and entrepreneurial product leader in Asha Sharma to ...

Thumbnail-Photo: Zalando onboards C&A to Connected Retail
18.02.2021   #online trading #brick and mortar retail

Zalando onboards C&A to Connected Retail

Network passes 3.000 active stores mark

Zalando, Europe’s leading online platform for fashion and lifestyle, continues to grow its Connected Retail network at high speed. The program now counts over 3.000 active stores, selling to millions of Zalando customers online. Since the ...

Thumbnail-Photo: The car’s the star
19.01.2021   #food retail #self service

The car’s the star

GB’s drive-thru grows in popularity

The trend for ordering food and drinks from our cars at Britain’s growing number of drive-thru restaurants soared from September to November 2020 according to global information company The NPD Group. There were 121 million visits to ...

Thumbnail-Photo: How the industry thinks: The most important trends for 2021...
05.01.2021   #brick and mortar retail #digitization

How the industry thinks: The most important trends for 2021

What awaits retailers after the first Corona year?

2020 – most certainly not an easy year. But many agree: The only way forward is to look ahead. So we asked industry insiders – retailers, academics, manufacturers – what they expect for this year. How will changing customer ...

Thumbnail-Photo: UK retailers still need to prepare for Brexit...
06.01.2021   #online trading #e-commerce

UK retailers still need to prepare for Brexit

Distribution, inventory, and customer satisfaction are main concerns

A new survey of UK online and omnichannel retailers conducted by PFS, the operations business unit of PFSweb, Inc., reveals that the majority of retailers are yet to adequately prepare themselves for the end of the Brexit transition period. ...

Thumbnail-Photo: A splash of lime for your returns management...
01.01.2021   #online trading #customer satisfaction

A splash of lime for your returns management

Our webtalk "retail salsa" at 4:00 pm on 2021/01/27

Cross-order e-commerce continues to boom and is no longer on the margins. Due to Corona Pandemic, but also due to action days such as Black Friday or Cyber Monday, the quantity of parcels is going through the roof and so is the return rate. Too ...

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
Seven Senders GmbH
Schwedter Straße 36 A
10435 Berlin