There’s no doubt that your store’s online effort is important. Consumers nationwide are shopping online for groceries much more now than they ever were before the pandemic.
But even with that rapid adoption of online grocery shopping, 90% of U.S. grocery shopping is still happening in-store. Even among those consumers who order groceries online, most are also shopping in-store. According to a new Advantage Sales survey, 40% of households buy their groceries only in person and 47% purchase mostly in person but also online. A much smaller percentage—11%—buy mostly online, with 2% purchasing online only.
The report, ‘What Brick and Mortar Grocery Shoppers Really Want,’ not only underscores the enduring appeal and importance of the in-store customer experience but provides some insight into what shoppers consider to be the ideal grocery store.
In terms of general store attributes shoppers ranked, best prices/deals/specials/discounts, proximity to home, and excellent customer service as the top three attributes.
For customer service and community engagement attributes, shoppers said a store that: ‘makes them feel welcome‘, ‘gives to the local community‘, and ‘is environmentally conscious‘ were the most important.
The top store trait? Cleanliness.
The top in-store feature: A pharmacy.
Interestingly, for about 18% of in-store shoppers, their favorite store is not their primary shopping location. Why? It’s too far from home, it doesn’t have the products they’re looking for, and/or the prices are too high—among other reasons.
Notably, shoppers said they would like to see the same specials available online and in-store. Other top promotions cited by shoppers: Digital coupons, in-store samples, personalized offers, in-app coupons & deals, and coupons printed on the store receipt.
In terms of product assortment, consumers say they want their favorite stores to carry the products and brands they prefer. A wide selection of products, unique products, and seasonal offerings were also important to shoppers. For in-store and digital technology, shoppers are most interested in using loyalty programs, self-checkout stations, and mobile apps.
How well is your brick-and-mortar store serving its customers? At UNFI Professional Services, we have the product assortment & merchandising strategies, technology, equipment, loyalty programs, and more to help you attract and retain loyal customers. Explore all of what we have to offer at Services.UNFI.com.