“Beyond re-creating the traditional coupon experience on a new platform, grocery retailers have the opportunity to adapt technology in ways that could vastly improve the grocery shopper experience. This will be increasingly important as the cost of food continues to rise and the market becomes more crowded.”
– Carol Wong-Li, Senior Lifestyle Analyst
This report looks at the following areas:
- Improving the grocery shopping experience
- Boosting emotional engagement with apps
- Baby steps may need to be taken for click-and-collect groceries
- Leveraging health as a way to introduce new food opportunities
Traditional supermarkets are favoured by most shoppers for their ability to meet grocery needs on multiple levels. The value and bulk offerings of Walmart and Costco resonate with the value-mindedness of shoppers and therefore lead many to complete their grocery shopping trips at these venues. While offering sales and promotions on items will help customers save money and get them in the door, enhancing the consumer experience will be key to engagement, as grocery shopping is seen as a fairly mundane, routine activity. As such and in light of inflation costs impacting grocery store prices, improving customer experience will become increasingly important.
Shoppers today have a strong desire for health-related information. Adding in-store signage and/or barcode scanners could help make health-based purchase decisions easier for customers. Complementing this offering with capabilities such as allowing shoppers to upload their list and provide information on where they can find the products alongside a store map should help expedite the process. Including notifications of associated savings opportunities should work to positively reinforce the customer’s usage of the store’s app. Ultimately, grocery retailers should benefit from finding ways to add ease to this weekly task.
This report explores the profile and habits of Canadian grocery shoppers, including the frequency they go grocery shopping, the locations where they buy their groceries and their interest in using technology as it relates to grocery retailing by life-stage and various demographic groups. The report also explores the usage and interest in shopping for groceries online and attitudes towards specific aspects of the grocery retailing industry.