Grocery shoppers looking for omnichannel deals

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Grocery shoppers looking for omnichannel deals

By Louisa Hallett - 09/19/2018
As food shopping becomes ever more omnichannel, retailers should be expanding their promotions to online grocery.

As food shopping becomes ever more omnichannel, retailers should be expanding their promotions to online grocery.

According to a new survey from Valassis, the survey of more than 6,200 value-seeking consumers reveals that consumers are buying more food online and they want to be able to use coupons online as well. According to the survey, 93 percent of all respondents are interested in finding coupons, coupon codes and deals for groceries – making grocery the top category for deal and coupon-finding. Although most consumers (82 percent) typically use coupons for their routine, weekly grocery shopping trip, nearly half (47 percent) do so for their fill-in trips as well.

“Consumers have more options than ever before when it comes to how they purchase groceries,” said Curtis Tingle, Chief Marketing Officer, Valassis. “Whether they shop online, in-store, use a delivery or pick-up service or prepare meal kits at home, it’s critical for grocery retailers to consider shopper preferences. Consumers want deals, convenience and a personalized experience. Grocers who can deliver on these increasing customer demands will win them over and gain their loyalty.”

Retailers have an opportunity to capture even more of these online grocery shoppers, as nearly half (48 percent) of all respondents and 70 percent of millennial parents agreed they would be more likely to shop for groceries online if they could use more coupons. And, while online grocery shopping is an emerging trend, 57 percent of consumers said grocery item availability – perhaps due to both selection and the ability to satisfy an immediate need – makes them more likely to go into a physical store to shop over online channels.

Grocer meal kits represent another opportunity. More than a third (36 percent) of respondents and more than a half (52 percent) of millennial parents would be interested in trying a grocer’s meal kit if offered at a store near them. Additionally, a majority (82 percent) of consumers said they would be more interested in trying a meal kit from a grocery retailer if they offered a coupon.

To read the full Valassis survey results, click here.