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Study Finds Consumers Embrace Online, In-Store Shopping Habits

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Acosta has previewed results of its “Online Grocery Landscape Report,” a shopper insights study on the attitudes and preferences surrounding online grocery shopping habits.

Acosta conducted the research in June through its proprietary Shopper Community with input from more than 750 grocery shoppers across a range of age groups, behaviors and preferences.

The research found that nearly 60 percent of those buying online groceries started in the past two years, and nearly one in five online grocery shoppers intend to do more of their shopping online in the next year.

The new study shows that consumer grocery shopping behavior continues to evolve alongside the ongoing acceleration of digital commerce and innovation in traditional retail. Acosta will share its findings at Groceryshop on Sept. 19-22 in Las Vegas.  

“More than half of American households are buying groceries online at least occasionally, compelling the need for retailers to provide more personalized and enhanced experiences around value, convenience and food discovery in order to increase their share of omnichannel shoppers,” said John Carroll, chief growth officer at Acosta.

“Since most online grocery consumers shop the same retailers online and in-store, the brands and retailers that offer strong online and in-store shopping solutions are best positioned to win by nurturing even deeper consumer loyalty. And as wallets tighten due to inflation and shoppers do more pre-shop planning online, an omnichannel focus becomes even more critical.”

Key findings include:

  • More than half of grocery shoppers say they stick with the retailers they shop in-store, thus providing omnichannel-focused retailers with a big advantage in building loyalty with consumers.
  • Seven in 10 online pickup shoppers go into the store when picking up an order, mainly to grab a forgotten item or to pick out something personally. This shopping behavior presents an opportunity to re-engage the shopper in store.
  • Consumers are still experimenting and determining their preferred delivery fulfillment options, with 57 percent using a single mode. Millennials are utilizing at-home delivery at nearly twice the rate of Baby Boomers.
  • Nearly one-third of online grocery shoppers use subscriptions, with pet needs and coffee/tea at the top of the list.
  • While 46 percent of shoppers utilize retailer websites to place orders, more than a quarter of respondents stated that they do not use retailer apps.
  • Digital coupons are embraced by 80 percent of shoppers, with younger shoppers more likely to look for them while they shop.
  • The balance between online and brick and mortar continues to evolve, with more online grocery shoppers preferring the in-store experience for discount opportunities and new product discovery.

A summary of the report’s key findings is available on its website.

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