Convenience and cost savings draw more consumers to online grocery
What it means: While the grocery sector was slower to see online adoption by consumers compared to general merchandise categories, a majority of consumers now use e-commerce for grocery trips. Shifts of grocery sales from stores to e-commerce create both opportunities and challenges for retailers to engage with their shoppers. Impulse purchasing and new product trialing continue to pose challenges for online consumption, particularly within grocery. But, higher online adoption also provides brands the opportunity to optimize assortments by channel, and grow penetration of prepared foods and gourmet products in-store. Combining the convenience of the online channel and the expertise and excitement of the in-store experience together can drive the loyalty desired by larger supermarket chains.
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