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How Are Grocery Shoppers Advancing Their Use Of Digital Media?

Last updated on August 16th, 2012 at 12:04 pm

“Connecting with Modern Grocery Shoppers,” a new report developed by Brick Meets Click in partnership with Grocery Shopping Network (GSN), will be released April 19. GSN took the lead in assembling the 23,000 shoppers who participated in the survey, and provided support and guidance throughout the project. Brick Meets Click developed and executed the survey, research and analysis.

“This study draws the most complete picture to date of how grocery shoppers are blending old and new media to make food purchasing decisions,” says Bill Bishop, chief architect of Brick Meets Click and chairman of Willard Bishop. “It will help food retailers and their suppliers more effectively manage the transition to a mix of print and digital communications.”

The large sample, with 23,000 shoppers and targeted focus on digitally engaged grocery shoppers, enabled the research to look deeply into the minds of these leading-edge shoppers. As a result, it delivers critical insights into key aspects of grocery shopping in today’s increasingly multi-channel environment. From a marketing perspective, the new data will help in developing a better understanding of how digital trends are impacting shopper behavior, what shoppers find valuable on their grocer’s website, what digital resources engaged shoppers use for information, and which digital communication platforms are effectively engaging shoppers of different ages.

Among the findings:

• Eighty percent of these shoppers still find the printed circular helpful, but the web is not far behind; nearly 70 percent report they find online ads helpful.

• Price isn’t the sole driver of trips to retailer websites. Shoppers find non-price value in scanning recipes (71 percent) and building online shopping lists (58 percent).

• Digitally engaged shoppers show a lot of interest in adding grocery shopping apps: 21 percent have and use them, and 40 percent are considering adding them.

• Seventy-six percent of digitally engaged shoppers still write shopping lists by hand.

“The study confirms that today’s shopper is combining online planning with in-store visits to make their grocery shopping more informed, cost-effective and enjoyable,” says Scott Lutz, CEO and president at GSN. “It’s a candid, independent assessment that will help us better meet shopper needs.”

“Working regularly with retailers and suppliers, it is clear the information will deliver real value,” says Steve Bishop, managing director at Brick Meets Click. “It’s ‘game on’ in 2012, and we believe these findings will help organizations reduce vulnerabilities and blind spots that may be obscuring new competitive issues.”


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