Online Grocery Shopping is About Convenience – RetailWire
Sep 16, 2021
Online grocery shopping emerged as a way for customers to get what they needed while limiting potential exposure to the virus early in the pandemic. However, a new survey shows that convenience, not safety, is now the number one reason consumers buy groceries online.
Seventy-six percent said they shop online for convenience and ease, while only 56 percent said they do so to avoid potential COVID-19 infection, according to an ACI Worldwide and PYMNTS investigation of more than 2,300 consumers. However, in-store shopping remains well above the preferred way to shop for groceries, with 81.8% preferring to shop and pay in-store. Only 18.1% said they prefer to buy online. Twenty-one percent said they were buying less in stores now than before the pandemic. Fifteen percent have increased their in-store grocery shopping since the pandemic.
At the onset of the pandemic, online grocery delivery and adjacent services like curbside pickup saw an unprecedented increase in adoption amid concerns about the potential spread of COVID-19 in-store.
Although fear of contracting COVID-19 in a grocery store was still high in February of this year, anxieties have subsided considerably, according to IMF research “US Grocery Shopper Trends COVID-19 Tracker: Back to School / Back to Office” by IMF, Supermarket news reports. Sixty percent now consider in-store shopping an acceptable risk, and those most concerned about COVID-19 infection and the Delta strain are comfortable with the requirements for masks as a preventative measure.
While it may seem odd that consumers have been doing more in-store grocery shopping since the onset of the pandemic than before, such a change in behavior could be the result of greater perceived safety compared to eating in restaurants. or get more used to shopping in stores. during the first wave of restaurant closures from early 2020.
The importance of convenience doesn’t mean safety concerns no longer exist, especially as COVID-19 cases have overwhelmed medical facilities in some states in the United States Studies conducted last year have shown that in-store security is one of the most important factors for shoppers when deciding to shop in person rather than from their phone or laptop.
In apparel, chains like Nordstrom have even started using online influencers in campaigns on social sites like Instagram to assure customers it is safe to return to stores.
DISCUSSION QUESTIONS: What does consumer desire for convenience mean for grocers looking to compete for online shoppers against competitors who also offer curbside delivery and pickup? Can you point out which grocers are currently excelling in digital grocery operations and what do you see as the next generation of improvements to come?
“Make it easier for those who want to view inventory and / or shop online.